What Vgarden does

Vgarden (operating as Mashumashu and sub-branded Vgarden Foods and NOTUNA) is an Israeli plant-based food manufacturer founded in 2015 through a partnership between the Aliav family and Kibbutz Gan Shmuel. The company produces a comprehensive portfolio of 100% vegan products spanning five categories: hard vegan cheeses (sliced, mozzarella, feta, Parmesan-style shreds, gratable pizza cheese), cream cheese and spreads (plain, garlic-dill, olive, labaneh, butter, pâté), fish alternatives (smoked salmon, tuna), sausages and cold cuts (salami, pastrami), and ready-to-bake filo pastries. Manufacturing takes place in a 1,100 square meter allergen-free facility using proprietary formulations based on coconut oil, tapioca and corn starches, pea protein, and dietary fibers (inulin), with all products certified parve under Badatz Edat HaCharedit Jerusalem supervision.

The company operates a dual go-to-market strategy. On the B2B side, Vgarden supplies bulk institutional packs to restaurants, cafes, pizza chains (Burger King Israel, Papa Johns, Pizza Hut, American Pizza), hotels (Dan, Isrotel, Fattal, Brown), catering companies, and event halls. On the B2C side, products are distributed nationwide through major Israeli supermarket chains (SuperSal, Rami Levy, Tiv Taam, Mega, Nitzat HaDvash, and 10+ others), health food stores, and a direct-to-consumer e-commerce store with factory pickup. The customer base spans vegans, lactose-intolerant consumers, food allergy sufferers, kosher-observant consumers requiring pareve options, and environmentally-conscious consumers. The company has 11-50 employees, no publicly disclosed revenue or external funding rounds, and operates exclusively within Israel, with limited initial signals of international interest via its Greek feta product.

Name

Vgarden

Legal name

משומשו (Mashumashu)

Website

https://mashumashu.co.il

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Vgarden (Mashumashu) is an Israeli plant-based food manufacturer founded in 2015 that produces vegan cheese, spreads, fish and meat alternatives, and pastries from a Kibbutz Gan Shmuel facility, serving Israeli retail chains, QSR and hotel foodservice accounts, and direct consumers nationwide.

Ownership category

akta.pro rank

Product category

Plant-based foods / vegan dairy and meat alternatives

NAICS

Dairy Product (except Frozen) Manufacturing (31151), Food Manufacturing (311), Ice Cream and Frozen Dessert Manufacturing (311520)

SIC

Dairy Products (2020), Sausages & Other Prepared Meat Products (2013), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Plant-Based Milk & Creamer Processing (Oat, Soy, Almond, Coconut, Blends) (AFAHAJAA)

akta.pro secondary industries

Plant-Based Dairy-Alternative Ingredients & Bases Manufacturing (Emulsions, Fat Systems, Protein/Starch Bases for B2B) (AFAHAJAI), Plant-Based Protein Ingredient Producers (Isolates, Concentrates, Texturates) (AFANAKAB)

Keywords

• Vegan cheese alternatives
• Plant-based dairy substitutes
• Vegan meat alternatives
• Plant-based seafood substitutes
• Vegan spreads

Headquarters

HQ city

Ganshmuel

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Direct sales of vegan cheese alternatives, spreads, fish substitutes, and meat alternatives to consumers through retail supermarket chains and health food stores across Israel.
2. Food Service / B2B: Bulk sales of institutional packs to restaurants, cafes, pizza chains, hotels, catering companies, and event halls. Professional market products sold in large quantities only, not for private customers.
3. E-commerce Direct Sales: Direct-to-consumer online store (mashumashu-online.com) offering products for home delivery with self-pickup from factory option.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Vgarden (Mashumashu) develops and manufactures 100% plant-based (vegan) food products that replicate dairy and animal-based foods in taste, texture, and functionality. The portfolio covers hard vegan cheeses, cream cheeses and spreads, fish substitutes (smoked salmon, tuna), vegan sausages and cold cuts (salami, pastrami), and ready-to-bake vegan pastries. All products are produced in an allergen-free facility, contain no soy, gluten, lactose, cholesterol, or preservatives, and are certified pareve kosher by Badatz Edat HaCharedit Jerusalem.

Product overview

Vgarden (משומשו / Mashumashu) is an Israeli food technology company that manufactures a comprehensive portfolio of plant-based food products. The offering is organized into five main product families: (1) Hard Vegan Cheeses — including yellow sliced cheese (classic and reduced-fat), mozzarella, Greek-style feta, dreamy cheese (חלומי), Parmesan-style shreds, gratable cheese for pizza/baking, and Cheddar-style slices; (2) Vegan Cream Cheese and Spreads — including plain cream cheese, garlic-dill, olive, labaneh, vegan butter, and a new plant-based Pâté with 10% protein; (3) Vegan Fish Alternatives — smoked salmon, tuna in oil, and tuna in water (high-protein); (4) Vegan Sausages/Cold Cuts — including salami slices, pastrami slices, and Pastrama from Plants (gluten-free with B12); and (5) Vegan Pastries — mini filo pastries with feta, pizza-style, and meat-flavor fillings. All products are 100% vegan, free from allergens (produced in an allergen-free facility), free from cholesterol and preservatives, and certified parve under Badatz Harabbanim Jerusalem supervision. The portfolio targets vegans, lactose-intolerant consumers, allergen-sensitive individuals, kosher-observant consumers, and anyone seeking to reduce animal product consumption.

Differentiator

Problem solved

Functional benefit

Brands

• NOTUNA: Plant-based tuna alternative product line
• Vgarden

Products and services

• Hard Vegan Cheeses Range of hard vegan cheeses including yellow sliced cheese (classic and reduced-fat), mozzarella block, Greek-style feta, vegan Dreamy Cheese (חלומי), Parmesan-style shreds, gratable cheese for pizza and baking (melt-and-stretch), and Cheddar-style slices. Products are enriched with calcium and dietary fiber, free from allergens, lactose, cholesterol, and preservatives, and certified pareve under Badatz Harabbanim Jerusalem. Designed for sandwiches, pizzas, baking, salads, and direct consumption.
• Vegan Cream Cheese and Spreads Plant-based cream cheese alternatives and spreads including plain 9%-fat cream cheese, garlic-dill cream cheese, olive cream cheese, labaneh-style spread, vegan butter spread with reduced fat/calories, and a 10%-protein plant-based pâté (liver-style). Suitable for sandwiches, dips, sauces, baking, and direct consumption. Allergen-free and pareve-certified.
• Vegan Fish Alternatives Plant-based fish substitutes including smoked vegan salmon (with protein and B12), tuna-style product in oil, and high-protein tuna-style product in water (14 g protein per 100 g). Designed for sandwiches, salads, sushi, and pastries. Targeted at flexitarian and vegan consumers seeking seafood alternatives without fish or environmental harm.
• Vegan Sausages and Cold Cuts Vegan deli meats including salami slices (rich flavor, high in protein 23-25%, low in fat, cholesterol-free), pastrami slices (delicate texture, low in fat), and pastrama from plants (gluten-free, with protein and B12). Pre-sliced for sandwiches, pizzas, pastas, and catering platters. Allergen-free and pareve-certified.
• Vegan Pastries Ready-to-bake vegan filo pastries in three fillings: feta-style vegan cheese, pizza-style, and plant-based meat-flavor. Sold in 600 g packs (12-month frozen shelf life), suitable for hosting, brunch, family meals, and snacking. Positions as a quick, plant-based replacement for traditional Israeli bourekas/borekas.
• Smoked Vegan Salmon (סלמון מעושן טבעוני) Vegan smoked salmon alternative with the taste of the sea, no fish and no environmental harm; contains protein and B12. For sandwiches with vegan cream cheese, sushi, salads, and pastries.
• Plant-based Pâté (Pâté כבד טבעוני) Plant-based liver-style spread with 10% protein, for indulgent sandwiches, breakfasts, dinners, and hosting platters. Part of the expanded vegan spreads range.
• Vegan Tuna in Water (טונה טבעונית - במים) High-protein vegan tuna in water (14 g protein per 100 g), based on pea protein, suitable for sandwiches, salads, sushi, pasta, and pastries. Ready-to-use protein source for vegan dishes.
• Vegan Butter (ממרח חמאה טבעוני) Reduced-fat vegan butter spread with a velvety, soft texture and rich buttery flavor, with less than half the fat and calories of conventional butter. For crackers, sandwiches, toasts, baked potatoes, cakes, and pastries.
• Pastrama from Plants (פסטרמה גחלים מן הצומח) Plant-based pastrama with rich, addictive flavor — gluten-free, contains protein and vitamin B12. Suitable for sandwiches or direct snacking from the package.

Quantifiable outcome

• Factory spans 1100 square meters with allergen-free production line

Named customers12 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Kibbutz Gan ShmuelcoreStrategic or Co-development Partner · 1 January 2015Partnership between the Aliav family and Kibbutz Gan Shmuel established in 2015 to develop and manufacture vegan food products. Kibbutz Gan Shmuel provides manufacturing facility and operational infrastructure while the Aliav family contributes product development expertise.
• Badatz Edat HaCharedit JerusalemcoreOthersUltra-Orthodox Jewish kosher certification authority providing pareve supervision for all products. Certification enables products to be used with meat meals, addressing needs of kosher-observant consumers.
• Yael Dror - Clinical DietitianminorOthersClinical dietitian (M.Sc) who endorses the nutritional benefits of vegan cheese alternatives, highlighting calcium content and suitability for lactose-intolerant consumers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Miyoko's Creamery: US-based premium vegan cheese and butter brand. Compares to Vgarden's premium positioning and clean-label, plant-milk-based approach, and represents the international template Vgarden could follow if it expands to English-speaking markets.
• Daiya Foods: Canadian plant-based cheese and pizza-topping specialist (shreds, slices, cream cheese). Comparable in product mix to Vgarde's hard cheeses and spreads, and a relevant benchmark for retail-channel expansion of dairy-free cheese SKUs.
• Follow Your Heart: US-based maker of vegan cheese, sour cream and dressings (Follow Your Heart, Daiya predecessor). Overlaps directly with Vgarden's cheese and spread portfolio and is a useful comp for foodservice penetration and natural-channel distribution.
• Violife: Greek-founded, now Upfield-owned global leader in plant-based cheese alternatives (mozzarella, feta, cheddar, cream cheese). Closest direct competitor to Vgarden's cheese portfolio; notably, Vgarden's Greek-style feta has already been approved by a Greek restaurant chain, illustrating category overlap.
• Tnuva: Israel's largest dairy producer, with a growing plant-based sub-brand. Operates in the same Israeli retail and foodservice channels as Vgarden, with deeper budgets and entrenched supermarket relationships — making it the primary domestic competitive threat.

Regional players

• Wilmersburger: Germany-based vegan cheese brand (slices, blocks, gratable). Most relevant European peer for Vgarden's cheese portfolio, useful for evaluating European market entry strategies given shared kosher-conscious consumer segments.

Emerging players

• Good Catch: US/EU plant-based seafood brand (tuna, salmon, crab cakes). Closest peer for Vgarden's NOTUNA tuna and smoked salmon lines; useful benchmark for plant-based seafood category economics and retail acceptance.

Broad incumbents

• Oatly: Swedish plant-based dairy (oat milk, yogurts, cream cheese, ice cream) leader. Comparable category positioning in dairy alternatives and a benchmark for how plant-based brands scale from regional to global, though Vgarden has no direct milk-line overlap.
• Beyond Meat: US-listed plant-based meat leader with broad retail and QSR penetration. Comparable to Vgarden's vegan salami and pastrami lines and a useful benchmark for category-level economics, though operating at vastly larger scale.
• Impossible Foods: US-based plant-based meat incumbent with Burger King (Impossible Whopper) and other QSR partnerships. Closely comparable to Vgarden's enterprise foodservice win at Burger King Israel, though at much greater scale and with proprietary technology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@user-nl2de7zt9y
• Facebookfacebook.com/mashumashuvegan
• Instagraminstagram.com/mashumashu.official

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vgarden