In the past there was no substitute for the delicious taste of traditional pork bacon—but in 2020, American food technology company MyForest Foods turned sustainable, eco- and animal-friendly food on its head. The company’s proprietary AirMycelium™ technology leverages a natural super ingredient, mycelium, to grow nutrient-rich fibers that replicate the texture and taste of real animal meat. MyForest Foods ramped up the production and distribution of its flagship product, MyBacon, and hired Inkhouse to increase brand awareness, educate the market about its key points of differentiation, attract investor attention and, most importantly, drive consumer demand.
We faced major challenges: Going up against well-established players in the plant-based space with far more substantial budgets and funding; and facing a tumultuous macroeconomic environment. Venture funding into the category was slowing and the media headlines were entirely doom-and-gloom. Our solution: get scrappy.