Daring is seeking to make it easy for consumers to enjoy clean-label, plant-based chicken substitutes again and again.
“Daring was designed to be enjoyed multiple times a week,” says co-founder and CEO Ross Mackay, 29, noting that his soy protein-based substitute has “as much versatility as its traditional animal counterpart.”
The company, which was forced to navigate the challenges of the COVID-19 pandemic early in its launch, offers four varieties of its meatless product—Original, Cajun, Lemon & Herb, and the new Original Breaded Pieces. Each is “a perfect swap for any dish that calls for chicken,” says Mackay, who hails from Scotland but is now based in Los Angeles.
The items contain 11-14 grams of protein per serving, use non-GMO ingredients, and a variety of spices, as opposed to the “long list of hard-to-decipher ingredients” that other plant-based meat substitutes include, he says.
Daring sells its products primarily through the retail channel, although it has a rapidly growing presence in foodservice. It launched direct-to-consumer sales during the pandemic, but it remains a small portion of the business primarily aimed at engaging the company’s most loyal customers. Mackay says he plans to continue to expand the company’s distribution in both retail and foodservice.
“Now more than ever, consumers are turning to healthier, more sustainable food options,” he says. “We’re fortunate to have a level of demand for our product that has allowed us to grow Daring’s national distribution in retail and foodservice in a very short time.”
The company’s recent $40 million Series B funding round will help with that goal and help expand Daring’s internal team.
“We’re always experimenting and working on future innovation, but our main focus right now is maximizing Daring availability across retailers, restaurants, and foodservice operators nationwide,” says Mackay.
Related: 12 Under 35: Ethan Hirshberg, Founder, Ethan's; 12 Under 35: Daniel Lee, Co-Founder, Farina Pasta and Noodle.