BERKELEY, CALIF. — Prime Roots is rolling out Safe Slice, its new line of ready-to-eat deli cuts made from whole-food fungi protein, at Sprouts Farmers Market stores nationwide. The expansion comes during No Nitrates November, a monthlong campaign encouraging consumers to take a closer look at nitrates and nitrites in everyday foods.
Americans eat about 300 million sandwiches every day, many made with processed deli meats containing nitrates and nitrites. Safe Slice delivers the familiar taste and texture of traditional deli meat without added nitrates or hidden nitrate sources such as celery powder. Safe Slice by Prime Roots is also a pregnancy and school safe option.
The rollout marks another major step in Prime Roots’ growth. The company has grown more than 100% year over year and will be available in over 1000 outlets by the end of 2026. More than 80% of Prime Roots customers eat meat, and in blind taste testing, more than half of meat eaters chose Prime Roots over conventional meat.
“Most of our customers aren’t vegan; they’re meat eaters like us looking for a better version of foods they already love,” said Kimberlie Le, co-founder of Prime Roots. “Safe Slice gives people the deli experience they know without the nitrates, nitrites, and cholesterol found in many conventional options.”
Prime Roots is also supporting No Nitrate November, a coalition of healthcare professionals, food advocates, and brands working to educate consumers about nitrates and nitrites, including hidden sources in foods marketed as “natural” or “uncured,” while advocating for clearer food labeling.
Safe Slice is gluten-free, soy-free and free from the top nine common allergens, with varieties inspired by familiar deli favorites including turkey, ham, salami, and roast beef. Suggested retail pricing begins at $7.99.
Safe Slice is rolling out now at all Sprouts Farmers Market stores nationwide, with availability continuing to expand throughout November.
