Vegan-friendly protein powder to harness Perfect Day’s flora-based whey
19 Nov 2021 --- Perfect Day’s animal-free whey protein – produced through precision fermentation – will feature in Natreve’s new protein powder, dubbed Mooless.
The offering will deliver whey’s complete nutritional benefits with a lower environmental footprint as it is made with protein that generates up to 97% fewer greenhouse gas emissions than conventional production methods.
“This is a new category that has never existed before. We see a great opportunity to educate consumers on new and emerging protein powder options so they can make an informed decision on what is best for them,” a Natreve spokesperson tells NutritionInsight.
They add that years ago, many people could have never imagined getting protein from peas or milk from oats. “By harnessing the power of technology and driven by the human spirit to constantly evolve, those options now exist.”
Unlocking flora-based whey
Now, as the next step forward, Mooless uses Perfect Day’s protein, which is molecularly identical to traditional whey.
By adding genes that are essential to producing milk protein to Trichoderma – a type of microflora – the dairy flora ferments plant sugar into whey and casein. This gives products the nutrition, texture and taste of conventional dairy, according to Perfect Day.
“We believe that today’s consumer cares about climate change and creating a better tomorrow while simultaneously looking to fuel their daily lives,” says the spokesperson. This is reflected in Innova Market Insights’ Top Trend for 2022, “Shared Planet.”
Compared to traditional dairy protein from cows, the animal-free whey protein uses up to 99% less water and up to 60% less non-renewable energy than traditional whey protein.
Appeal across the board
Mooless is set to launch with a major US national retailer in early 2022 as well as online. It will be available in vanilla bean cupcake, chocolate fudge brownie, cookies and cream, and strawberry shortcake flavors.
Each serving contains 20 g of protein and a full-spectrum digestive enzyme to support performance and daily wellness. It is also free from lactose and hormones.
“This new product line will appeal to their traditional whey protein and plant-based protein consumers alike and above all to anyone conscious about their health and the health of our planet,” says Ryan Pandya, co-founder and CEO of Perfect Day.”
Sustainability demands on the rise
The Natreve spokesperson notes that the demands of today’s consumers in the protein powder space and food sector are more similar than they are different, especially within the realm of environmental sustainability.
“Demands for more sustainable options continue to increase, and Mooless meets those demands by providing a delicious and convenient protein option for consumers looking to add protein to their daily diet.”
They continue that the collaboration will help create a more resilient food system for a shared impact toward creating “a greener tomorrow.”
“Natreve’s goal is to become the most sustainable wellness company in the world, and Perfect Day’s significantly more sustainable animal-free whey protein is one critical tool we’re using to get there,” the spokesperson states.
Welcoming more innovation
The spokesperson also emphasizes the ongoing excitement surrounding sustainable protein powder production.
“We welcome more products from ice cream to milk alternatives to the animal-free protein space. Animal-free whey protein powder has the taste, texture and nutrition of traditional whey, with a much lower environmental impact.”
In this space, Perfect Day has previously developed ice cream, both independently and with Smitten Ice Cream.
Last year, it also had a US$300 million series C funding round, which it is using to develop more flora-based dairy products.
By Katherine Durrell
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