10121822FUMAMI: Fermentation Using Metabolic Additions and AI for Authentic Meat ImitationActiveCR&D BilateralInnovate UKMeat is responsible for 14.5% global GHGs and a leading cause of dietary disease. Vegans/vegetarians represent only 5-8% European consumers, while 30-40% self-identify as "meat reducers"; they like meat but want to cut down. Meat alternatives are fast-growing; worth $12bn globally today(BCG;Bloomberg), reaching $103bn(7% of meat) by 2030, and $670bn(48%) by 2040\. To achieve this, the industry must move beyond vegans/vegetarians to serve primarily meat-reducers/flexitarians. Therefore making meat alternatives appealing to the mass-market is critical to sustainability. However, the best products (both plant-based and mycoprotein) face 3 major challenges: 1. Inauthentic flavour (off-notes, inauthentic flavour maskers, and uncontrolled flavour release during shelf-life); 2. No good whole-cut textures; 3. Ultra-processed. Givaudan research identified inauthentic flavour in particular as the \#1 barrier to uptake, and Adamo and Givaudan have identified a way it could be addressed. Previously, Adamo Foods has developed a unique fermentation process with a ground-breaking whole-cut texture from only 5 ingredients (addressing the texture and UPF challenges). Givaudan is the World-leader in flavouring, with state-of-the-art flavouring expertise, including new novel fermentation capabilities. University of Nottingham is one of Europe's top universities for food science, sensory analytics, and fermentation. This project seeks to address the key barrier: authentic flavour. We will combine cutting-edge AI tools in food technology with life sciences innovation for a step-change in flavour authenticity. We will develop a unique process, guided by AI flavour selection, to create more authentic meat notes in our product that are more targeted to consumer preference. This is an international, collaborative 18-month project leveraging the complementary expertise and resources of 3 partners with excellent working relationships. We have planned 3 technical work packages alongside project and exploitation planning.