15 Mar 2022 The first-ever animal-free milk to hit US shelves
In a leap for the commercialisation of bio-engineered food, a new milk will soon hit US shelves that isn’t a wholly plant-based product – rather it’s made from whey proteins produced by microflora engineered to spit out exactly the same proteins found in milk from a cow.
betterland cow-free milk has been launched by betterland foods, a new company founded by protein expert and entrepreneur, Lizanne Falsetto, with the input of Perfect Day’s significantly more sustainable protein.
The launch represents the latest category expansion for Perfect Day and is in direct response to the “countless consumer requests” the company has received since 2014. It will be available in retailers this US summer.
Research company, IRI, now puts alt milks at a $17bn category, with 95% household penetration.
Perfect Day’s animal-free protein is produced using precision fermentation, creating a whey protein identical to that found in cow’s milk with a much smaller environmental footprint.
Combined with a delicious, plant-based recipe, betterland milk is creamy and rich and is claimed to perform better than other plant-based milks, while delivering the same cooking, whipping, steaming, frothing, and baking functionality.
betterland milk contains only MCT and sunflower oils; has less sugar than traditional cow’s milk; has no lactose, cholesterol, hormones; and is made without use of antibiotics.
This launch also marks a historic entry into the dairy industry for Falsetto, who brings 20 years of experience as a CEO, nutrition pioneer, and protein expert to the alternative protein sector, after growing her first company, Think!, from her kitchen table.
During this time, she was the first in the food industry to bring a nutrition bar that was not only loaded with 20 grams of protein, but also sugar free and gluten free. Think! was acquired by Glanbia in 2015.
When Falsetto set out to find a clean and sustainable protein source for betterland foods, she was introduced to Perfect Day founders, Ryan Pandya and Perumal Gandhi.
Both companies share a mission of sustainable food product innovation that is kinder to the environment without compromising on taste or nutrition.
An independent, ISO-certified life cycle assessment found that Perfect Day’s whey protein reduces blue water consumption by up to 99%, greenhouse gas emissions by up to 97%, and non-renewable energy use by up to 60%, compared to the protein found in traditional cow’s milk.
“When I founded Think!, it was the first protein bar on the market and helped to create two new destinations in the grocery store: nutrition bars and gluten-free aisles,” said Falsetto.
“In the five years after selling Think!, I kept an eye on the space of protein innovation. When I saw what Perfect Day founders Ryan and Perumal were doing to cultivate nutritious, more sustainable milk proteins, I felt the pull to not only get back into the industry, but to help build a portfolio of products that taste great, while being better for the planet. That’s when betterland foods was born.
“betterland cow-free milk is the next evolution of milk that our world needs today and that future generations deserve tomorrow.
“Our team has done the unthinkable with this product, and when it hits store shelves this year, it will bring an all new delicious, clean, and sustainable option to consumers across the country.”
Ryan Pandya, co-founder and CEO at Perfect Day, commented: “This is an incredible moment when we can finally deliver a product consumers have been asking us for since day one, and give the world another way to enjoy the milk we’ve loved for literally thousands of years — now with much less impact on the planet.
“We only wanted to launch milk when we knew we could deliver a no-compromise option for consumers, and we’re delighted to be doing just that with betterland foods and Lizanne.
“Her legacy as a protein pioneer and her track record for scaling CPG brands will help bring our protein to even more people while deepening our relentless commitment to quality and sustainability.”
Two varieties of betterland milk will launch, Whole and Extra Creamy.
Falsetto adds that this is the first of many launches to come in betterland’s portfolio of better-for-you, better for the planet, and simply delicious products.
Source: betterland foods