While sales of plant-based meat alternatives have been declining in the US, MyForest Foods, a mycelium bacon maker, has been thriving. The company's clean-label mycelium bacon has seen a fourfold increase in sales and retail presence, with products like MyBacon and MyPulledPork gaining popularity for their short ingredient lists and minimal processing. By using its proprietary AirMycelium technology to grow mushrooms on an industrial scale, MyForest Foods has managed to scale production and expand its retail footprint, with plans for new product formats like beef and chicken alternatives in the works.

MyForest Foods' success in the plant-based meat market is attributed to its products' resemblance to traditional meat in terms of taste, texture, and cooking experience. Despite lower protein content compared to conventional meat, the company encourages consumers to enjoy more of their products to meet their protein needs. With a focus on simplicity, deliciousness, and using mushroom mycelium as the key ingredient, MyForest Foods aims to continue growing and innovating in the plant-based food space.