This Toronto Company Aims to Revolutionize Vegan Meat Alternatives

New School Foods is a Toronto-based startup making waves in the plant-based food industry with its innovative product: a plant-based salmon fillet designed to closely mimic the taste, texture, and cooking qualities of real fish. Founded in 2020 by Chris Bryson, the company aims to revolutionize vegan meat alternatives, expanding beyond salmon to products like pork ribs and steaks.

Toronto is a supportive environment for plant-based dining, boasting numerous vegan restaurants and bakeries, as well as hosting Vegandale, North America’s largest vegan festival. Bryson's vision for New School Foods is to position Toronto as a central hub in the plant-based movement.

Unlike leading alternatives such as Beyond Meat and Impossible Foods, which use extrusion to create their products, New School’s approach focuses on developing a plant-based salmon that avoids this method. Bryson emphasizes the importance of creating a quality product that won’t deter consumers, stating, “If you leave a bad taste in someone’s mouth, they won’t come back."

Initially launched at Toronto's Stefano's diner, New School's salmon will soon be available at approximately 30 locations across Canada, with plans to enter the U.S. market. This expansion includes a salmon burger made from fillet trimmings, further broadening their product line.

New School is currently increasing production capabilities, aiming to manufacture 10,000 units daily. Bryson notes that the past decade has seen limited success in shifting consumer habits away from meat, despite the promise of companies like Beyond Meat.

The process for creating New School's salmon fillets is both innovative and scientifically grounded. The fillets utilize seaweed extracts, primarily agar, which form the muscle structure, while another gel simulates fat, aiding in flavor and visual resemblance to real salmon. The breakthrough occurs in the freezing technique; the use of a plate freezer creates a honeycomb structure that infuses flavors into the final product.

Bryson's background in tech and e-commerce led him to invest in food innovations, stemming from concerns over factory farming's ethical and environmental impacts. Collaborating with Toronto Metropolitan University's food science department, his team developed new methods to replicate the texture and flavor profile of animal proteins without traditional extrusion methods.

Taste testing has been favorable, with some chefs noting the product's remarkable resemblance to real salmon. For Bryson, the goal is to reach a broader audience, particularly non-vegans. The company's goal is to achieve a product that can satisfy everyone, rather than just appealing to vegan consumers.

New School has ambitious plans for future products, including various meat-like alternatives that are currently being tested. The overarching strategy involves positioning their innovations competitively within the growing global alt-protein market, valued at $108 billion. New School is already establishing its credibility, seeking partnerships with other alt-protein companies interested in collaboration.

With significant investment backing—$18 million raised from firms like Ikea and Lever VC—Bryson believes that quality alternative proteins can lead to meaningful change without requiring consumers to adopt a completely vegan lifestyle. He notes that improving the offerings in the alternative protein sector can foster a sustainable food system, encouraging consumers to make healthier choices without drastic lifestyle changes.