It may taste great, but where are the smoothies this product aims to displace that contain egg protein from animals?īrave Robot “Climate Hero” cake mix: Made with what the brand calls its “magical animal-free milk protein,” through a process described as “precision fermentation,” a fancy way of saying genetic engineering, as parent company Perfect Day’s website explains. A post-trial consumer survey confirmed the Pineapple Greens Smoothie scored very high marks for both taste and texture with consumers who tried it.” “EVERY’s revolutionary egg white protein offers unique benefits that no other plant- or animal-based protein can deliver. When asked what consumer is looking for this, Pressed emailed me the following: The press release touts the biotech ingredient as “the world’s first animal-free egg white protein.” Often there is a good reason it hasn’t been done before. Apparently, the juice company Pressed was convinced to add it to their “Pineapple Green Protein” smoothie.
That made more sense than this current iteration: isolated egg protein. When the company started (as Clara Foods) they were making egg whites that they intended to sell as an ingredient. al.) the target consumer is a meat-eater who wants to cut down on animal meat and is happy to have a great-tasting alternative. Even in the current era of “vegan foods 2.0” (Beyond Meat et. That is a very different consumer proposition than the “vegan foods 1.0” era, where a portion of the consumer was already not consuming animal products and new vegan foods offered tasty alternatives. Perhaps the assumption is that consumers will fall in line once all the regular lobster runs out? Notice anything that’s missing from the list? Consumer demand. The Branch Venture Group explains its seed investment into Cultured Decadence by listing the following reasons: 1) what they call “supply chain inefficiencies” for lobster caught the old-fashioned way 2) confidence in the company’s team 3) size of the addressable market ($20 billion) and 4) ability for a high-value product to compete in the market compared to cheaper meat products. Rather, it’s all about investor frenzy, and “because we can.”Ī look at one investor’s reasoning is illustrative. These days, the rush to replicate animal products and ingredients has far less to do with meeting consumer demand.
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