New Age Meats to become New Age Eats as part of consumer-focused brand refresh in preparation go-live to market
New Age Meats, the hybrid plant-based and cultivated meat food-tech company with a focus on pork, is to rename as 'New Age Eats'. The company states the change supports the company's evolution from product technology to consumer food company that aims to 'future-proof the joy of food, starting with the joy of pig'.
Leading that evolution is Chief Marketing Officer, Kati Karottki, who joined the company after it raised its Series A last year and brings 15 years of experience including time at Kraft Heinz, Ocean Spray and food-tech start-ups Meati and Tovala.
"Kati's background in marketing and innovation with category leading brands combined with experience helping food-tech start-ups navigate early stages is why she is here: to help us evolve as efficiently as possible from deep tech to deep consumer. This critically accelerates our capability to scale in market when ready and achieve our ultimate mission of future-proofing the joy of food," said Brian Spears, Founder & CEO.
"When it comes to brands and innovation, it's either working with something familiar and conveying what's new and better, or, working with something new and better and conveying what's familiar. With New Age Eats it's the latter," said Karottki. "The consumer is the demand driver so it's important to bring a strong underlying consumer-led insight into the fold that can work hard for the business on a category level, not just on the first go-to-market product level. In the case of New Age Eats, it's the joy that pork brings to our favorite dishes and mealtimes with family and friends as well as celebrating the joy pigs might feel for their newfound role in the New Age of pork production."
Although build-out continues on the 23,000ft2 pilot plant facility in Alameda, California, and the team works closely with agencies to gain regulatory approval, New Age Eats will build its brand in a way that can resonate with everyday meat eaters. In addition, its product development continues, grounded in deep sensory insights via its Sensomics Platform, the company's proprietary 'CPU' led by New Age Eats' Dr Alex Rajangam, Chief Technology Officer.
Along with the company's brand refresh and continued progress on product development and facility build-out, industry leader, Greg Belt, Founder & CEO of Evergrain and long-time supply chain, innovation and sustainability executive with AB InBev, joins the company as an Advisory Board Member.
"Greg's unique background operating and executing at global scale, combined with experience in alternative proteins as he builds and scales Evergrain, lends to strong counsel and advisory as we move forward to the next phase of New Age Eats," added Spears. "We're thrilled to have him join us on this journey."
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