{
  "company": {
    "name": "MATR Foods",
    "website": "https://matrfoods.com/",
    "record": "https://startuphistory.org/c/matrfoods.com"
  },
  "status": null,
  "history_since": "2022-10-06T13:09:49.000Z",
  "baseline": {
    "snapshot_id": "7a42a9ede119f35ae3d5aeaa012100ac413338a44ac2ca3f92b61348101f1850",
    "observed_at": "2022-10-06T13:09:49.000Z",
    "headline": "Fremtidens plantebaserede mad",
    "description": null,
    "evidence": "https://web.archive.org/web/20221006130949/https://matrfoods.com/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:40:08.559Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2022-10-06T13:09:49.000Z",
      "variants": [
        {
          "headline": "Fremtidens plantebaserede mad",
          "subhead": null,
          "observed_at": "2022-10-06T13:09:49.000Z",
          "evidence": "https://web.archive.org/web/20221006130949/https://matrfoods.com/",
          "evidence_kind": "internet_archive"
        }
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      "to": "2022-10-06T13:09:49.000Z",
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      "evidence": "https://web.archive.org/web/20221006130949/https://matrfoods.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2022-10-06T13:09:49.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2023-08-05T17:28:59.000Z",
      "variants": [
        {
          "headline": "A new generation of plant food",
          "subhead": null,
          "observed_at": "2023-02-02T16:32:02.000Z",
          "evidence": "https://web.archive.org/web/20230202163202/https://matrfoods.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "A new generation of plant food",
          "subhead": "A new plant-based ingredient full of deep umami flavor and a juicy firm bite. MATR is made using fungi fermentation and five ingredients which are oats, split peas, lupins, beetroot, and potatoes all ",
          "observed_at": "2023-08-05T17:28:59.000Z",
          "evidence": "https://web.archive.org/web/20230805172859/https://matrfoods.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "A new generation of plant food",
      "subhead": "A new plant-based ingredient full of deep umami flavor and a juicy firm bite. MATR is made using fungi fermentation and five ingredients which are oats, split peas, lupins, beetroot, and potatoes all ",
      "from": "2023-02-02T16:32:02.000Z",
      "to": "2023-08-05T17:28:59.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20230805172859/https://matrfoods.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2023-02-02T16:32:02.000Z",
          "to": "2023-08-05T17:28:59.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:40:08.559Z",
      "variants": [
        {
          "headline": "IT’S A MATR OF FOOD LOVE",
          "subhead": "MATR ferments 5 organic Nordic ingredients with fungi, creating deep umami flavour, great texture and a juicy bite. Discover healthy food with MATR.",
          "observed_at": "2026-11-06T17:40:08.559Z",
          "evidence": "https://matrfoods.com/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "IT’S A MATR OF FOOD LOVE",
      "subhead": "MATR ferments 5 organic Nordic ingredients with fungi, creating deep umami flavour, great texture and a juicy bite. Discover healthy food with MATR.",
      "from": "2026-11-06T17:40:08.559Z",
      "to": "2026-11-06T17:40:08.559Z",
      "captures": 1,
      "evidence": "https://matrfoods.com/",
      "evidence_kind": "live_capture",
      "seen": {
        "on": "2026-11-06T17:40:08.559Z"
      },
      "current": true
    }
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      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Fremtidens plantebaserede mad” to “A new generation of plant food”.",
      "between": {
        "from": "2022-10-06T13:09:49.000Z",
        "to": "2023-02-02T16:32:02.000Z"
      },
      "evidence": "https://web.archive.org/web/20230202163202/https://matrfoods.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 2,
      "id": "page-34c9e53944ea2a2d52219455ff4d78ea49e088001b69d994711a5c1d2aea6f17:ab7113e37e624a23ab8d52871d795930ec929562b933fd8ae17c0c52f110e705:hiring:20dd4c09cc4ab0aa",
      "before_evidence": "https://web.archive.org/web/20230202163202/https://matrfoods.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2023-02-02T16:32:02.000Z",
        "to": "2023-08-05T17:28:59.000Z"
      },
      "evidence": "https://web.archive.org/web/20230805172859/https://matrfoods.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    }
  ],
  "update": null,
  "same_space": [
    {
      "name": "Meati Foods",
      "record": "https://startuphistory.org/c/meati.com",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "MyForest Foods",
      "record": "https://startuphistory.org/c/myforestfoods.com",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "Millow.co",
      "record": "https://startuphistory.org/c/millow.co",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "Nourish Ingredients",
      "record": "https://startuphistory.org/c/nourishingredients.com",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "Meala FoodTech",
      "record": "https://startuphistory.org/c/mealafood.com",
      "basis": "description_similarity",
      "category": null
    }
  ],
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “MATR Foods” company record, https://startuphistory.org/c/matrfoods.com"
}