High Time Foods

Market position

Positions itself in what the founders call the next wave of alternative proteins, emphasising functionality, affordability and versatility rather than meat mimicry with long ingredient lists. It contrasts its approach with conventional plant-based patties and nuggets and, in India, with protein shakes, bars, sweet supplements and soya chaap. Pricing is targeted at parity with existing protein options such as chicken.

Ambient, shelf-stable format that removes dependence on refrigeration and cold chain, lowering logistics cost, energy use and spoilage; a dry, water-free composition that is light to ship; rapid rehydration and use as a customisable minced-meat substitute without specialised equipment; clean-label ingredients without additives or artificial preservatives; and affordability targeted at emerging markets. In its Indian consumer range, the differentiation rests on delivering protein through familiar Indian snack formats rather than supplements.

Technology

Extrusion processing of widely available crops — peas, soy, wheat and mung bean — to produce a fibrous, meaty texture in a dry, ambient-stable format that rehydrates in minutes with water and oil. The absence of water in the product removes the need for cold chain and reduces transport weight; the company states its formulations avoid additives and artificial preservatives, and the US product was described as clean label and non-GMO. For the Indian consumer line, protein is extracted from peas, wheat and chickpeas and incorporated without altering taste or texture.

Go-to-market

Entered via the foodservice channel, drawing on the founders' food distribution and kitchen operations backgrounds, selling to chefs, restaurants and college dining in Massachusetts, then expanding into manufacturer and HoReCa partnerships in India with a stated target of at least 50 B2B partnerships in India by the end of 2025. Product development runs on continuous chef and operator feedback. A consumer e-commerce storefront supports the Indian retail line.

Food product manufacturers, restaurants and HoReCa operators, educational institutions and dining facilities; consumers in India buying frozen high-protein Indian snacks; and, in the longer term, protein-deficient populations in South Asia and West Africa.

Geography

Began in the United States with production and customers in Massachusetts and New England; headquarters relocated to India following the 2025 round, with an office in Mumbai and Bengaluru cited as the company's base in reporting. India is expected to contribute about 25% of the business and global markets the remaining 75%. A project is underway in West Africa with a large food-products distributor, with a test launch planned within three to six months of mid-2025.

History

The company was founded in 2022 by Shah and Felchlin and launched that year serving restaurants and colleges in Massachusetts, largely in Boston and its suburbs, with domestic sourcing and manufacturing. Early customers included Koshari Mama in Somerville, which used the product in kofta and sambusak in place of ground beef. The company went through the Techstars Boston accelerator. After raising a $1.2 million round led by Avaana Capital announced in May 2025, it completed a corporate flip and relocated its headquarters to India, hiring across a Mumbai office. By July 2025 it had launched with Vasanta Bhavan, a 20-location vegetarian restaurant chain in South India, and was preparing a West Africa launch.

Risks & controversies

The founders describe balancing taste, price and scalability as an ongoing formulation constraint, requiring extensive iteration to avoid additives and artificial preservatives while keeping the product affordable for emerging markets. Expansion depends on unproven markets: the West Africa launch was still at test stage, and the India B2B partnership target had not yet been met at the time of reporting.