Eggmented Reality

Eggmented Reality, an Israeli food technology firm established in February 2022, is focused on developing functional protein ingredients for food and beverage manufacturers. The company operates in the alternative protein market, leveraging a proprietary technology platform that combines material science with precision fermentation to produce vegan, non-GMO, and clean-label proteins. Its business model is centered on supplying these ingredients to food producers, helping them meet consumer demand for sustainable products and achieve ESG commitments without compromising on performance.

The company was co-founded by CEO Jon Rathauser, along with scientific co-founders Dr. Itamar Yadid and Itai Bloch. Itai Bloch, leveraging over a decade of experience in developing algorithms for various sectors, including pharmaceuticals and agriculture, identified a naturally occurring protein with functionalities similar to eggs, such as gelling, binding, and foaming. Dr. Itamar Yadid, a protein specialist, then utilized this discovery by inserting the protein's DNA into a fungus, where it grows naturally through a precision fermentation process. This core technology allows Eggmented Reality to tap into natural biodiversity to find alternatives to the 15 ingredients that constitute 90% of our current food supply.

Eggmented Reality’s first product serves as an alternative to both egg and methylcellulose. This protein is highly soluble, transparent, tasteless, and nutritionally dense, making it suitable for fortifying a wide range of foods and beverages. A key benefit is its efficiency; the company has demonstrated that it requires 40-50% less of its protein to achieve the same gelling functionality as egg white powder. This increased efficiency allows the use of a more sustainable production method while aiming for a price point competitive with free-range eggs. Headquartered in Kiryat Shmona, Israel, the company operates as part of the Fresh Start food-tech incubator. It has secured partnerships with major industry players, including a joint development agreement with Israeli food giant Tnuva and a collaboration with Mondelēz. As of early 2022, Eggmented Reality had raised $1.2 million in a seed round to scale production and further develop its product pipeline.

Keywords: precision fermentation, functional proteins, food technology, alternative proteins, egg alternative, vegan protein, non-GMO, sustainable ingredients, food manufacturing, clean label, bioinformatics, microbial fermentation, food science, Itamar Yadid, Jon Rathauser, Itai Bloch, Tnuva, Mondelēz, Fresh Start incubator, protein ingredients