Plant-Based Products

Alt Protein Is All the Rage as New Fermented Fungi Product Hits Whole Foods

The retail deal for Nature's Fynd caps a stellar 2021 with $347 million in funding

Natures-Fynd-OOH
Alternative protein start-up Nature's Fynd uses the nutritional fungi protein called Fy as its main ingredient.Nature's Fynd
Terry Stanley
By T.L. Stanley

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Nature’s Fynd, a fast-growing startup that sells vegan products made from fermented fungi, has locked down its first national retail deal with Whole Foods Markets in 10 states.

The new partnership gives Nature’s Fynd a significant boost in mainstream distribution—which expands from boutique chains in a smattering of markets and via its direct-to-consumer platform—for its sausage alternative.

As of April, the brand’s breakfast patties will be available at Whole Foods stores on both coasts, as well as in Idaho, Arizona, Nevada and Hawaii.

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Terry Stanley

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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