HONOLULU — Plant-based snack brand Moku is debuting with its flagship product: a mushroom-based jerky.
The brand aims to offer a savory, meat-like alternative to traditional jerky products that is minimally processed and free from the top eight food allergens, said Matt Feldman, founder of Moku.
“Raised on Oahu, Hawaii, an island with limited natural resources, I understood the importance of caring for the land or, ‘malama ‘aina,’ as we say in Hawaiian,” Mr. Feldman said. “As I became older, I learned more about the immense carbon footprint caused by industrial factory farming, which led me to adopt a plant-based diet. I struggled to find an alternative to replace jerky, my go-to snack, that wasn’t filled with ingredients that sounded like they were made in a lab, so I set out to create my own.”
Mr. Feldman teamed up with plant-based chef Thomas Bowman to create the jerky. The two spent a year developing the product in Mr. Feldman’s home kitchen before landing on a recipe that includes king oyster mushrooms, coconut aminos, chickpea miso and maple syrup. Available in Original, Hawaiian Teriyaki and Sweet & Spicy flavors, each serving contains around 170 calories, 4 grams of protein, 7 grams of fiber and 4 grams of sugar.
“We're not here just to make jerky. We're here to encourage everyone to take mindful steps toward a healthier, sustainable future.”
— Matt Feldman, Moku
The flavor and consistency appeal to flexitarians looking for a non-GMO, soy-free snack, Mr. Feldman said.
“We're not here just to make jerky,” he said. “We're here to encourage everyone to take mindful steps toward a healthier, sustainable future, from our snack choices to our day-to-day routines. Moku makes it easy to incorporate more plant-based foods into your diet, and small changes add up.”
The brand is backed by several wellness industry veterans, including Nick Green, co-founder and chief executive officer of Thrive Market; Neil Parikh, co-founder and chief operating officer of Casper Sleep; Ellen Chen, co-founder of Mendocino Farms; and the founders of Soylent Nutrition Inc. and Juneshine Hard Kombucha, along with Siddhi Capital, Mana Ventures, Barrel Ventures and KBW Ventures. It also earned a spot in Amazon’s Emerging Brand’s Program.
Moku is available direct-to-consumer through the brand’s website for $7 per 1.5-oz bag. The brand will launch on Amazon Prime in January.