The supplier
MATR Foods
This foodtech startup is redefining plant-based food through fermentation. For them, the road to normalizing this new category of food is simple: Minimal processing, maximum taste, and accessibility.
“We actually hate being called a ‘meat substitute.’ For us, It’s not about being pro or anti-meat—it’s about cooking amazing food,” says MATR Foods’ CEO Randi Wahlsten. Her mission is clear: create plant-based products that meet the high standards of both home cooks and professionals.
A few years ago, Wahlsten, who has a background in the food industry, joined forces with other experts from business, gastronomy, and biotech to trackle a shared concern:
Reducing our meat consumption can make a huge difference—not just for the climate, but also for our health and biodiversity
“
“It was clear that we needed to change how we consume food. Reducing our meat consumption can make a huge difference—not just for the climate, but also for our health and biodiversity,” she says.
But existing plant-based alternatives weren’t cutting it.
“We saw a huge challenge, and a huge potential,” she continues. “The existing products on the market weren’t exciting at all from a gastronomic point of view.”
Randi Wahlsten, CEO of MATR Foods
Most plant-based meat alternatives rely on concentrates, protein isolates, stabilizers, starch, coconut oil, and preservatives to replicate meat’s taste and texture.
“If you ask consumers to compromise on taste, health, or nutrition for the sake of the climate, you’re fighting a losing battle,” Wahlsten states.
MATR takes a different path: using fungus fermentation to transform organic oats, lupines, peas, potatoes, and beets into a flavorful, juicy mince. The base ingredients are only very lightly processed, being softened, boiled and chopped, before a fungus spore is added to start the fermentation process.
If you ask consumers to compromise on taste, health, or nutrition for the sake of the climate, you’re fighting a losing battle.
“
The end product bears a striking resemblance to beef in its umami taste, texture, and chewiness - all while being high in fiber and protein.
Versatile by design, it works in burger patties, sliced meat, stews, and even as a spread. To test its performance, MATR employs chefs to develop recipes and stress-test it in real kitchens. Their product has also earned endorsements from Gasoline Grill, Sokkelund Café & Brasserie, and online retailer Nemlig, the latter of which sells it directly to consumers.
Currently, the product comes in three forms: MATR Fungi Mince, a multi-purpose mince, MATR Fungi Patty, a ready-made patty version of the mince, which can go straight into a burger or sandwich, and MATR block, a solid block which can be minced, broken into different shapes or fried whole. The latter is only available for professional customers for now.
MATR’s product, seen here both as a block, as strips cooked and served in a bánh mi sandwich, and as a spread. Prepared here by Lucas Oliveira, chef and lead product developer at MATR.
About MATR Foods
MATR Foods was founded in 2021 in Copenhagen by a team of experts within gastronomi, business, science and food production.
The name derives from “matr”, which is the Old Norse word for “food”.
The current MATR products all start from a base of organic oats, lupines, peas, potatoes, and beets, which are first softened, boiled, and chopped.
Afterwards, specially-developed fungal spores are added which will start the fermentation process, resulting in a product with many of the same qualities as beef mince.
While large-scale consumer adoption is the ultimate goal, professional kitchens are vital as well.
“Chefs and restaurants are crucial in normalizing plant foods. They create menus and food experiences that make people want to try them again, or even better cook them at home,” Randi Wahlsten explains.
For professionals, versatility and simplicity are vital. According to her, the product must work across gourmet restaurants, large-scale kitchens, and canteens.
Chefs and restaurants are crucial in normalizing plant foods.
“
Even if the product is simple, the process behind it is quite tricky:
“What’s simple in food production is often the hardest. Adding extra ingredients to enhance flavor is easy, but it makes the product needlessly complicated,” she says, adding that maximum efficiency and minimal waste are also important targets for their production.
Achieving the same result with fewer ingredients required MATR to build their production facility, currently located in the industrial part of Nordhavn, from scratch. It’s so unique that they don’t allow photos, for fear of copycats.
The five base ingredients in MATR’s products: Oats, peas, lupines, potatoes, and beets.
Next on the menu is scaling, as the demand for their products easily outpaces their limited production capacity. Currently, they are on track to opening a large-scale production facility in 2026.
According to Wahlsten, their goal is to become a recognized food manufacturer on par with conventional suppliers currently catering to the vast market of both professional and end consumers.
“We are driven by two things: Our love of great food, and our desire to make an impact,” Wahlsten states. “That means we don’t innovate just for innovation’s sake. Even if we have a bunch of early prototypes with the qualities of poultry, fish, and even bread toppings, we would rather start by perfecting and scaling what we already have.”
Editor’s note: Why we like MATR Foods
… and what others can learn from them.
-
If the product, dish or menu isn’t delicious and of high quality, no amount of climate-friendliness will ultimately drive consumers to change their behavior or preferences.
Chefs and restaurants are vital in this regard, as they are often the first frontier in driving new gastronomic movements.
-
Although their initial idea came from looking at meat alternatives, MATR are hesitant about calling their own product a meat substitute or plant-based meat. They want to be at the forefront of an entirely new product category.
-
Rather than pushing plant-based foods down consumers’ throats due to moral reasons or using scare tactics, chefs, restaurants, and food producers should present them as a natural and tasty part of a meal or diet.