Food Giants Unite to Reinvent Plant-Based Chicken

v2food, Ajinomoto, and Daring team up to cut costs and boost flavor in a slowing U.S. market.

15 Aug 2025

Australian start-up v2food has acquired Los Angeles-based Daring Foods in a deal backed by Japan's Ajinomoto, creating a new alliance aimed at reviving the US plant-based chicken market.

Daring, which sells soy-based chicken products in Walmart and Whole Foods, will operate under v2food, while Ajinomoto brings flavour technology and large-scale production expertise. The three companies said their collaboration would focus on reducing costs and improving taste and texture, key challenges that have slowed category adoption.

The move comes as sales of plant-based meat in the US have cooled after several years of rapid growth. Consumers have questioned value for money, while retailers have scaled back shelf space. Despite this, the partnership signals continued confidence that better products can win over mainstream buyers.

Nick Hazell, founder of v2food, said: "We want to make delicious, sustainable protein accessible to all." He added that combining Daring's retail presence with v2food's production systems and Ajinomoto's flavour expertise would allow plant-based chicken to compete more directly with conventional poultry.

Analysts note that nearly half of US chicken consumption occurs in foodservice, suggesting that success in supplying restaurants and cafeterias could offer significant scale. Ajinomoto, known for its work in umami and seasoning technologies, is expected to support both taste innovation and manufacturing efficiencies.

The alliance faces obstacles including subdued consumer demand, patchwork state-level regulation and lingering scepticism about plant-based alternatives. However, executives argue that collaboration across geographies and expertise could help reset the market.

For the wider sector, the deal underscores a shift towards partnerships that combine brand recognition, distribution reach and scientific research. While the outlook remains uncertain, the agreement points to a continued effort by global food groups to establish plant-based chicken as an everyday option in the US diet.