The product has been in development for just under three years. Mackay noticed what Beyond Meat and Impossible Foods were doing in the plant-based sector for red meats and wanted to achieve something similar for white meat.
As of now, Mackay said Daring's main mission is to "really to bring the meat eaters into eating less meat. We don’t necessarily target only vegans." The priority is also to sharpen and maintain a delicious chicken alternative, rather than stepping on the toes of the feuding giants in the red meat space. Mackay acknowledges that there will be different iterations of "chicken" to come, like a "chicken" breast version, lemon and herb seasoned "chicken," and even a peri-peri one all in due time.
OK, I'm sold. How do I get it?
Daring is launching its direct-to-consumer "chicken," in partnership with Rastelli Food Groups, in February 2020. Consumers will be able to order the chicken, which arrives in frozen strips and can be cooked without being thawed in about eight minutes, to make their own vegetarian-friendly entrees. The "chicken" can be battered and fried, tossed in a wok with stir fried veggies, or grilled on a barbecue. The possibilities are... much the same as with regular chicken.
In addition to that, Mackay hinted that the plant-based protein would be arriving at a nationwide retailer very soon, as well as at restaurants, but wouldn't say anything about which one and exactly when.
Either way, it appears that the growing trend of plant-based meats is yet to slow down. My prediction is that 2020 will contain more competitors carving out their space in the world of vegetarian-friendly meats, cheeses, milks, and ice creams. With sustainability at the forefront of the conversation surrounding meat alternatives, I have to say that it's a pretty commendable, and daring, thing to do.