Natreve, Perfect Day team up on Mooless “genetically identical” animal-free whey protein
29 Apr 2022 --- Natreve is launching its animal-free whey protein touted as “molecularly identical to conventional whey”. Harnessing Perfect Day’s animal-free whey protein, the item promises to significantly reduce greenhouse gas emissions.
Mooless’ launch will fill a space within the nutrition industry for high-quality, cruelty-free protein supplements with a low-climate impact. It uses a “fraction” of the energy and water needed for traditional whey protein production, owing to its animal-free origin, Natreve outlines.
The low-carb powder is hormone-free, lactose-free and gluten-free. Each serving contains a mix of 20 g of protein, 4.6 g of branched-chain amino acids (BCAAs) as well as a range of digestive enzymes.
The animal-free whey uses fungi and fermentation to create its protein.Roland Radu, CEO of Natreve, says the move by the “plastic and carbon neutral” wellness and nutrition company is a step toward making the company more environmentally sustainable. The launch was teased in November last year.
The development comes as consumers are increasingly concerned over the planet, with Innova Market insights pegging “Shared Planet” and “Plant-Based” as two of the Top Ten market-leading trends for 2022.
Moo-ve over animal proteins
Perfect Day’s whey protein is promoted as genetically and molecularly identical to cow whey, and delivers the same nutritional benefits while promising a smaller environmental footprint.
The manufacturing process for its whey involves genetically modifying microflora which have been exposed to a copy of DNA corresponding to cow milk protein to produce milk proteins in a vegan fashion.
According to Perfect Day, the company’s animal-free process reduces water consumption by 99%, greenhouse gas emissions by 97% and energy use by 60% compared to animal-based whey.
Mooless will be sold via Natreve’s website and at The Vitamin Shoppe’s US store locations.
The protein powder will come in the flavors Vanilla Bean Cupcake, Chocolate Fudge Brownie, Cookies and Cream as well as Strawberry Shortcake.
However, Natreve isn’t the only brand to use Perfect Day’s animal-free whey protein. In February, California Performance Co. introduced animal-free whey protein to US, Hong Kong and Singapore markets in a “first.”
Edited by Olivia Nelson
