Ethan Brown, a researcher who works out of a facility in Maryland, claims he has created a fake chicken product that has the right taste and texture to please regular meat eaters.
To create the new food that will cost LESS than actual chicken at the grocery store, Brown and his team send a unique mix of plant proteins and water through a complex sequence of heating, cooling, and pressure.
Powdered soy protein, pea protein, carrot fiber, amaranth, carrot fiber, and soy fiber are mixed together then sent through an industrial extruder, which allows for the realistic texture once the "chicken" is shredded.
New York Times journalist Mark Bittman experienced making and eating the veggie-based chicken first hand and said:
"The most amazing thing about this stuff is texture … the taste is, well, bland. It does have pretty good chew though and it will pass for chicken in many uses."
It sounds like they are onto something big, but the challenge is convincing consumers who love meat to eat the stuff, as Brown explained:
"I think the real issue is not consumers like me. I happen to be vegan, but it's folks that, once a week, they don't want to consume meat, but they don't necessarily want to make a trade-off. They don't want to make a sacrifice, so it has to seamlessly enter their dishes. They have to be able to feed it to other family members without an uproar. It's simply a plant-based chicken."
The yet-to-be-named product isn't available YET, but there are already deals in place with companies like Whole Foods to carry it. Bittman tasted the chicken once it was prepared in meals like wraps or pasta dishes, but could NOT tell the difference between fake and real during two different blind taste tests!
Dang! This stuff must be pretty good!
Are U open to trying this revolutionary new plant-based chicken once it hits the market?
[Image via New York Times.]
Tags: bland, ethan brown, extruder, fake chicken, grocery store, mark bittman, new york times, pea protein, plant-based, soy, taste, texture, vegan, vegetarian, whole foods, wraps