The Sydney-based firm recently gained regulatory approval to sell its cultured quail in Australia – a key milestone that will help the firm expand consumer access to its innovative meat formats.
Under its Forged brand, Vow has developed tallow candles made from cultured Japanese quail.
Designed to be lighted and melted like a regular candle, the dish is served with bread for dipping.
As for the whipped quail parfait, it can be infused with cocktails or served as a dessert with kumquat compote and aerated coconut cream.
The firm has also successfully created quail foie gras – something that is traditionally impossible due to the small size of the bird.
According to Vow COO Ellen Dinsmoor, the Forged brand gained strong traction after launching its novel quail formats in Singapore in 2024.
“Forged has become a staple in some of Singapore’s most forward-thinking restaurants, and what began as curiosity has turned into consistent demand, with more 25,000 dishes served since April 2024. Forged dishes haven’t just stayed on menus through seasonal changes – they’ve multiplied,” said Dinsmoor.
She added that several Singapore restaurants have embraced Vow’s Forged cultured quail with standout success.
At Two Men Bagel House, the Foie King bagel – made using Vow’s cultured quail foie gras – sold out three times during its launch weekend and became the best-selling special in the chain’s 11-year history, earning a spot on the permanent menu.
Meanwhile, Somma started with a tortellini dish and expanded its use of Forged products to include a bread-and-candle pairing and a cocktail made with cultured tallow, highlighting the versatility and culinary appeal of Vow’s offerings.
The success of Forged dishes in Singapore provides a strong foundation for Vow’s wider APAC expansion and highlights consumer openness to novel cultured meat formats.
Chef-led approach sets Vow apart
With mounting regulatory hurdles in the US, Australia and the broader Asia-Pacific region could be seen as the emerging global leaders in cultured meat innovation and commercialisation.
“While other countries grapple with bans and regulatory uncertainty, Australia and Singapore have demonstrated what’s possible when governments embrace innovation responsibly. They’re becoming the proving grounds for what scaled, commercially viable cultured meat looks like. Other APAC countries are watching closely, and I expect we’ll see this region lead the next phase of growth for the industry,” said Dinsmoor.
The cultivated meat space is facing hurdles in terms of consumer acceptance, with experts suggesting various ways to work around this challenge – such as highlighting the familiar aspects of alternative meats, or to avoid comparisons to traditional meat.
Similarly, Vow’s approach emphasises that it does not seek to replace or replicate traditional meats. That was why Vow chose quail – it is familiar, yet uncommon enough that consumers have fewer preconceptions about how it should taste.
“There’s a real sense of delight in discovering something that tastes this good and feels completely new and that has absolutely been the case in Singapore. Many diners say our cultured Japanese quail is unlike anything they’ve tried before – a texture and richness they haven’t had anywhere else,” shared Dinsmoor.
“Singapore confirmed that leading with chef education and partnership is crucial. Chefs become our best advocates when they understand both the culinary possibilities and the story behind our products. This chef-first approach is now central to our Australian rollout.”
Forged will work with a select group of chefs across more than 20 venues in Sydney and Melbourne. These early collaborators will help introduce a completely new product to Australian diners through limited-time activations and pop-ups.
She added: “These partners have a hunger to be part of something new. They don’t just follow food trends – they help define them.”
When asked about its plans to reach a wider retail market, Dinsmoor shared that it is critical to first provide a positive and unforgettable experience for the uninitiated – and that starts with chef-led experiences.
“This is just the beginning,” said Dinsmoor. “We’re exploring retail formats and expect to launch our first retail product later this year. More to come on that soon.”
