MyProtein unveils first plant-based protein that matches nutritional attributes of whey
30 Nov 2021 --- E-commerce company MyProtein has launched THE ioPea, marketed as the first plant-based protein which doesn’t compromise on bioavailability.
“We’re seeing the market shift from dairy and animal-based protein to more sustainable plant-based protein sources. However, this shift is accompanied by its own challenges such as the inferior absorption of pea protein when compared to whey protein,” Chris Flynn-Rozanski, co-founder and CEO of Ingredient Optimized, tells NutritionInsight.
THE ioPea is purportedly three times ore bioavailable than standard pea protein as a result of the biotechnology used in developing the product, the company notes.
Harnessing technology
The protein was publicly debuted last year by Ingredient Optimized, which utilized its biotechnology capabilities. The aim was to ensure the plant-based protein would not be inferior to animal-based products when it comes to absorption and bioavailability.
“Ingredient Optimized THE ioPea is absorbed by the body at a dramatically higher rate than traditional non-optimized pea protein. It is the first plant protein that has the ability to be absorbed as well as whey,” highlights Flynn-Rozanski.
The product has been more than five years in the making, with R&D driving the technology.
The product is touted as a vegan option that delivers the same amino acids as dairy or animal-based whey.
Challenges in alternative protein
Whether consumers are choosing plant-based products for environmental or health reasons, simply being plant-based is no longer enough, Flynn-Rozanski notes.
“This launch indicates a shift in the protein industry towards an innovation in quality, not just flavor or protein type,” he states.
“As the novelty of simply being plant-based wears off, we’re starting to see some signs of struggle in the alternative protein market. Consumers not only want more sustainable protein sources but protein that works better for them. Our technology is ideally placed to help fill this consumer need.”
The product is seen to offer “protein that is better for nutrition and aligns with environmentally-conscious consumption choices.”
Growing space
Consumers have become increasingly more ethically and environmentally conscious. Innova Market Insights has pegged “Shared Planet” as the Top Trend for 2022, with sustainability no longer being just a Wall Street Issue.
As companies continue to adapt to this space, FrieslandCampina Ingredients this week announced it was entering the plant-based protein space with two new powder solutions developed with AGT Foods.
In September, DSM said it would be launching its CanolaPro plant-based protein across Europe and North America by 2022. The item was marketed as having much higher solubility than its competitors, touting a high digestibility score and complete amino acid profile.
While plant-based proteins are garnering more attention for their environmentally-friendly option, over-reliance on a limited number of crops and consequences on water scarcity, deforestation and biodiversity loss in some parts of the world have also been flagged.
In a bid to find alternatives to whey protein, which has dominated the industry, cricket protein has also been touted as a potential sustainable alternative.
By Andria Kades
