Redefining meat alternatives for a sustainable future

The problem: A taste for meat, a cost to the planet

The environmental impact of meat consumption is profound, yet largely invisible in daily life. Meat is deeply embedded in global food culture, available at every turn, from supermarkets to street vendors. The sensory appeal of meat – the taste, the texture, the satisfaction of eating it – makes it difficult for people to give up, even in the face of compelling rational arguments about climate change.

Despite increasing awareness, the demand for meat continues to rise, contributing to nearly 12% of global greenhouse gas emissions annually. While plant-based alternatives have emerged, they have yet to drive the mass adoption needed to curb these emissions. Many of these products fall short of delivering the full sensory experience of meat – whether in texture, taste, or overall satisfaction. Without an alternative that truly replicates the real thing, changing consumer habits remains a challenge.

The solution: Engineering the perfect meat alternative

Project Eaden believes the key to solving this problem lies in texture. By understanding how meat is built at a molecular level, they have pioneered a new fiber-spinning technique that replicates the composition of meat using plant-based ingredients. Their approach focuses on three fundamental aspects:

Structure – Recreating the complex combination and constellation of muscle fibers that give meat its characteristic look.
Texture – Ensuring that the chewing experience, including bite resistance and juiciness, mimics “animal” traditional” meat.
Taste – Eliminating the non-animal off-notes that often make plant-based alternatives less appealing to consumers.

Meat is not a uniform material; it consists of different fibers, fat, and water, all working together to create the distinctive experience people love. Project Eaden has mastered the ability to deconstruct meat’s composition and reconstruct it using plant-based ingredients in a way that is indistinguishable from traditional animal meat.

Their innovative new plant fiber-spinning technology creates ultra-realistic plant-based meat that offer an authentic taste and mouthfeel. Their products also dramatically reduce environmental impact. For every kilogram of Project Eaden’s product, greenhouse gas emissions are cut by up to 20 kg CO₂-eq–equivalent to driving 100 kilometers in a fossil fuel car. Water usage is reduced by 56 m³ per kilogram, saving as much water as 660 Europeans use in a day, and land use is slashed by up to 20 m² per kilogram, roughly the size of a small urban garden.

Why Happiness Capital?

Project Eaden’s partnership with Happiness Capital is built on mutual understanding and shared values. During the due diligence process, Happiness Capital’s team – Eric, Terrence, and Josh demonstrated a deep, granular understanding of Project Eaden’s mission and the intricacies of their business. Their meticulous approach and insightful questions reflect their commitment to being more than just investors; they are strategic partners aligned for long-term success.

Beyond financial backing, Happiness Capital provides a unique global perspective, particularly in the Asian market, which is crucial for Project Eaden’s geographic expansion.

The future: Scaling innovation and expanding reach

Project Eaden’s immediate focus is on bringing its products to market. In the next 24 months, they will launch a variety of plant-based meats, beginning with ultra-realistic cold cuts. Their first product, a plant-based ham, is set to debut in 2,000 REWE supermarkets across Germany in the first half of 2025. With the German pre-sliced ham market alone valued at over €2 billion, this marks a major milestone in their journey.

But this is just the beginning. Project Eaden’s innovative technology can be applied to a wide range of meat alternatives, with future product categories already in development. Beyond retail, they aim to expand into food service and collaborations with established brands looking to transition to animal-free alternatives. Over the long term, Project Eaden will scale beyond the DACH region, reaching new markets across Europe and, eventually, the rest of the world.

By combining cutting-edge science with a passion for great food, Project Eaden is poised to revolutionize the way we think about meat. With the support of Happiness Capital, they are on a path to making sustainable, plant-based meat an easy and compelling choice for consumers everywhere for every day meals.