US-based biotech company Pureture has developed a plant-based protein that it claims provides ‘comparable benefits’ to traditional dairy proteins in supporting muscle recovery and growth. Many single-source plant proteins lack certain essential amino acids, such as leucine, isoleucine, valine (BCAAs) and methionine. However, Pureture said its ‘breakthrough’ new yeast protein offers a complete amino acid profile, on par with dairy-based proteins such as whey and casein. The development aims to address common limitations of plant-based proteins and offer emulsification properties similar to casein, as well as enhancing the protein’s absorption capabilities. Currently, the start-up is working to improve the yeast protein’s taste and aroma through proprietary strain development. It plans to initiate fundraising efforts as it approaches its small-scale production phase, and welcomes collaboration with investors and organisations with a goal of advancing the alternative protein sector. Pureture’s non-GMO protein can provide a solution for vegans and those with lactose intolerance, as well as any consumer focused on muscle development. Leveraging the company’s casein alternative emulsification technology, Pureture has developed a clean label protein shake that contains minimal ingredients including the yeast protein, cocoa and water, with zero sugar. Rudy Yoo, CEO and founder of Pureture, said: “We are excited to introduce a plant-based protein that meets the performance standards of animal-based proteins. As a New York-based company, Pureture is proud to provide a sustainable, clean-label option that supports muscle development and meets the growing demand for healthy plant-based alternatives.” #Pureture #US #alternativeproteins

Swedish plant milk company Sproud has announced that British television presenter and entrepreneur, Maya Jama, has become an investor and co-owner of the brand. In a statement shared yesterday (29 October 2024), Sproud revealed that Jama will become a strategic advisor and a ‘face’ for the brand as it continues along its growth trajectory, amid increasing demand for more nutritious dairy-free milk options. Sproud’s drink is crafted using yellow split peas, and is low in sugar, high in protein and contains no common allergens. According to the brand, it offers an improved nutritional profile and a lower environmental impact than other popular dairy alternatives, such as oat-based milks, recognised by carbon accounting tool CarbonCloud as having the ‘lowest climate impact’ on the market. Headquarted in Malmö, Sweden, Sproud employs a team of 15 split between its headquarters and an office in London, UK. Alongside Jama, its investors include VGC Partners, a growth capital investor based in London; Findeln Holding, a Malmö-based, family-owned investment company in which Sproud co-founder Nicklas Jungberg is a majority shareholder; and Swedish investment group Dream Beverage. Sara Berger, Sproud’s CEO, said: “We’re delighted to welcome Maya as a co-owner, brand ambassador and advisor. Our aim is to significantly increase Sproud’s brand awareness in the UK and beyond, and Maya will help us further normalise plant-based choices for everyone – whether in the supermarket aisle or at the coffee shop counter.” Jama commented: “I'm really excited to become a co-owner of Sproud. There's a lot to love – the products taste amazing and the packaging is eye-catching too, but ultimately I like what the company stands for in terms of health and sustainability.” #Sproud #Sweden #UK

US-based tofu brand Hodo Foods has introduced a new line of high-protein tofu meal kits, launching in three trending Asian flavours. The Saucy Tofu kits contain Hodo’s extra firm organic tofu with two sauce packets, ideal for pairing with vegetables, grains and noodles to create a convenient and nutritious meal that can be served in minutes. Available in Thai Red Curry, Japanese Teriyaki and Korean BBQ flavour options, the meal kits aim to make it easy for consumers to cook tofu as interest in the soya-based protein source rises. Thai Red Curry contains flavours of coconut, ginger and lemongrass, while the umami-packed Japanese Teriyaki offers a blend of sweet and savoury tamari-infused flavours. Finally, Korean BBQ mixes savoury sesame notes with a touch of sweetness and ginger. “While sales of meat alternatives are flatlining, interest in tofu continues to grow as consumers gravitate towards plant-based foods that are healthy, minimally processed, and taste great,” said Minh Tsai, Hodo founder and CEO. “In Asian cultures, it is common to cook meat and tofu together for a hearty, protein-rich meal. We encourage omnivores, flexitarians, vegetarians and even meat lovers to add these yummy and easy tofu entrees to their everyday meals.” The meal kits offer 17g of plant-based protein per serving and are made with no artificial flavours. They are also cholesterol- and preservative-free, as well as being gluten-free, vegan and certified organic. Hodo’s Saucy Tofu Kits are now available at Whole Foods, Good Eggs, Misfits and Imperfect Foods stores in the US. #Hodo #US #tofu

Finnish alt-dairy specialist Oddlygood has announced its acquisition of British plant-based drinks, cereals and snacks brand Rude Health for an undisclosed sum. Oddlygood was launched by dairy company Valio in 2018 and became a spin-off in 2021, offering a range of oat, soy and almond drinks as well as alternatives to cheese, yogurts, cooking products and desserts. Following its success in the Nordics, the company launched in the UK in June 2023, and is now looking to grow its presence in the country – described as a key territory for the brand – through its acquisition of Rude Health. In six years, Oddlygood has grown to an anticipated turnover close to €50 million this year. Rude Health was founded in 2005 by Camilla and Nick Barnard. The company’s portfolio of products is now available at major retailers and foodservice operators throughout the UK. Rude Health also opened a café in London in 2016. The BCorp-certified brand is on track to deliver £28 million in revenue in 2024, its biggest year yet. Through the deal, Oddlygood will establish a base for its UK operations and support both brands’ UK and European expansion. Rude Health will continue to produce its portfolio of products, which includes granola, muesli and milk alternatives. Tim Smith, CEO of Rude Health, said: "Joining forces with Oddlygood opens up new opportunities for growth and innovation, and our shared missions around taste, quality and the crucial role of plant-based food and drink make this a natural fit". "We’re looking forward to working together and leveraging our strengths, and making the healthy choice a celebration – not a sacrifice – for our customers. It’s an exciting new chapter for the brand and the team." Niko Vuorenmaa, CEO of Oddlygood, said that Rude Health and Oddlygood’s "strong alignment" will be key to the success of Oddlygood’s ambition to become a leading plant-based company in the UK and Europe, thanks to their complementary portfolios, target audiences and capabilities, allowing both brands to grow alongside one another. He commented: "Rude Health is one of the biggest success stories in British plant-based food. It’s nothing less than impressive the way the team has grown its product range alongside such a distinctive and well thought of brand to deliver commercial success." "What we’ve achieved with Oddlygood in such little time is down to the expertise and passion of our team. We’ll focus the same attention and care to Rude Health and we’ll work in partnership with the team there to build on its reputation as a high quality and loved brand and partner." This latest announcement marks the second recent acquisition for Oddlygood, following its purchase of Nordic plant-based brand, Planti, in 2023. With value sales in the UK dairy alternatives market forecast to increase by 50% over the next five years according to Mintel data, Oddlygood aims to capitalise on the country’s opportunities for innovation and increase its market share within the UK plant-based drinks category (valued at £511 million by Nielsen) through its deal with Rude Health. Vuorenmaa added: "The UK market is notoriously competitive with established leaders, but we believe that bringing these brands and teams together will reinvigorate the market and re-engage both new and existing users of plant-based products. We have total confidence in the future of the UK and European markets and the quality of the brands and the products now in our portfolio." #Oddlygood #RudeHealth #UK

Italian plant-based cheese brand Dreamfarm has announced the launch of a brand-new plant-based alternative to ricotta. Made from almonds and cashews fermented through a patented process, Dreamfarm’s ricotta product aims to provide a high-quality plant-based alternative to the popular dairy-based cheese, designed to offer an ‘authentic flavour and creamy texture’. It can be enjoyed in both sweet and savoury recipes, from lasagna to desserts. Dreamfarm has partnered with two Milanese foodservice venues, Giardì and Essenza Sus, both of which will create exclusive recipes featuring the new product, demonstrating its versatility in wide-ranging culinary applications. Giovanni Menozzi, CEO of Dreamfarm, commented: “We chose to launch ricotta as our next product because it is another iconic Italian food, alongside mozzarella, and is extremely versatile in both sweet and savoury dishes”. He continued: “Our aim is to provide a product that helps vegans and flexitarians create delicious recipes without relying on dairy. It’s also a fantastic product to enjoy on its own, or simply added to a salad or pasta.” The product will also be available in retail, initially exclusively at Esselunga stores in Italy, before beginning a roll-out to other European markets next year. Following its exclusive retail launch with Esselunga, distribution will expand to select Conad stores and select 100% vegan stores, Dreamfarm confirmed. The new launch marks a key step in Dreamfarm’s expansion both in Italy and internationally, where the brand’s existing range – including mozzarella and stracciatella alternatives – is also stocked at retailers in Belgium, the Netherlands and Germany. “We are very pleased with the success we’ve seen abroad," added Menozzi. "We will continue to focus on improving sales performance in international markets, and we already have plans to introduce new products at the beginning of 2025.” #Dreamfarm #Italy

The Good Food Institute (GFI)’s new analysis of previously unpublished Circana retail sales data shows that sales of plant-based foods in six European countries grew by 5.5% to €5.4bn last year. Nonprofit think tank GFI Europe found that the total amount of plant-based products sold across the six countries – Germany, Italy, the UK, the Netherlands, Spain and France – grew between 2022 and 2023, despite a challenging period for F&B. Germany, which is currently Europe’s largest market for plant-based foods, showed continued growth across most product categories. The overall volume of sales also grew in Spain and France. Sales remained stable in Italy, while in the Netherlands and the UK, sales declined – although the GFI highlighted that the slow-down began to level off throughout 2023 and the early months of 2024. Analysis of separate household panel data suggested that plant-based milk and meat have now become ‘mainstream’ options in several European countries, GFI said. Data revealed that 37% of households in Germany, 33% in the UK and 19% in Spain bought plant-based meat at least once last year, while more than a third of German and British households, and 40% in Spain, bought plant-based milk at least once. Sales of plant-based milk and drinks grew by 7.1% in value to reach €2.2 billion. As a proportion of all milk sales, these products took a market share of between 4.6% in France and 9.8% in Germany. The value of plant-based meat sales increased by 3.9% to €2 billion. While overall unit sales also increased, the volume of sales measured by weight decreased by 3.2%, thought to be linked to inflation and plant-based meat’s higher price compared with traditional meat products. Some countries were shown to be making progress toward price parity with animal-based products – price differences shrunk in Germany and the Netherlands, although they saw a slight increase in Spain. Several sub-categories saw increasing demand. Plant-based cream sales increased in value across five of the countries (data for Spain was not available) by 24% to €138 million, with the category’s performance linked to falling prices. Plant-based cream is now cheaper on average than branded conventional cream in both Germany and the UK, GFI found. Plant-based cheese sales increased in value by 7% to €194 million. The volume of sales grew by 24% in France, 34% in Spain and 33% in Italy. The value of plant-based yogurt sales grew across all six countries between 2023 and early 2024, while the value of plant-based seafood sales grew by 10% in Germany and the UK. Plant-based ready meals, desserts and ice cream all showed declining sales – GFI noted that this could be due to cost-of-living pressures, leading consumers to reduce consumption of non-essential and convenience items. Helen Breewood, research and resource manager at GFI Europe, said that Europe’s plant-based sector has continued to make headway despite a “difficult few years” for the broader food industry. She commented: “Our analysis finds that lower prices and higher quality can power the growth of these more sustainable options, so policymakers and manufacturers should continue to invest in innovation and infrastructure to develop tastier, more affordable products capable of building a diversified, resilient and healthy European food system”. #GoodFoodInstitute #GFIEurope #UK #Italy #Germany #Spain #Netherlands #France

Famous for its distinctive, vivid yellow colour, the canola plant (also known as rapeseed) is the world’s third leading source of vegetable oil. But it’s now also being used to create a whole new generation of healthy and sustainable plant-based products – with an appetising texture and taste. Vertis CanolaPRO is not like other   plant-based proteins. For a start, it’s created via a patented DSM-Firmenich process that extracts the leftover protein-rich 'cake' (or meal) that was traditionally a side stream used either for agricultural fertiliser or animal feed. As a result, this unique ingredient is now officially recognised by the Upcycled Certified Program as being the only  commercially available upcycled protein with a nutritionally complete PDCAAS = 1 rating. In fact, this non-GMO, 90% native protein isolate contains all the essential amino acids; and it’s free from major allergens (dairy, gluten, soy); kosher and halal; and created from EU-sourced seeds. A game-changer in sports nutrition One key area of opportunity for Vertis CanolaPRO lies in the sports nutrition segment – where the vegan protein powder market alone is forecast to reach $8.8 billion by 2032; and vegan protein bars are expected to grow with a CAGR of 18% from 2023 to 2033. The key for manufacturers looking to tap into this opportunity? The ability to provide vegan sports nutrition products that taste good, feel good –  and provide both the right quantity and quality of protein. In ready-to-mix and ready-to-drink protein drinks, for example, Vertis CanolaPRO is helping to create winning, protein-packed products that taste great – without the aftertaste, lumps and grittiness that consumers so often associate with them. Meanwhile, in nutritional bars, Vertis CanolaPRO provides appetising texture and high nutrition – to the point where the professional Team DSM-Firmenich PostNL cycling team now uses the product to help drive tangible improvements in key areas like focus, endurance, resilience and recovery.   Delicious dairy, fish and meat alternatives Beyond sports nutrition, Vertis CanolaPRO is ideal for plant-based dairy thanks to its high solubility (even at low pH), good emulsifying properties and gelling behaviour. It can therefore be easily blended into plant-based milk, yogurt and ice cream alternatives to deliver a smooth, creamy mouthfeel and neutral taste. It can also be used in meat and fish alternatives to improve the texturization of other ingredients – for example, legume proteins, in both wet and dry extrusion. The result: an improved bite and greater resilience that resembles real meat  – in everything from plant-based burgers and sausages to vegan salmon cakes, crab meat and tinned tuna. Bringing progress to life Vertis CanolaPRO is just one of many nutritious, delicious, sustainable and label-friendly solutions from DSM-Firmenich that are all based on one simple premise: today’s consumers shouldn’t have to choose between what tastes good, what feels good, and what’s good for them – and the planet.  Vertis CanolaPRO is proof positive that it’s possible to tick all three boxes: and bring progress to life for plant-based brands and consumers everywhere.   Discover Vertis CanolaPRO . #DSMFirmenich

Kaiser, a new frozen oat-based dessert brand based in Canada, has launched onto the Canadian market. The brand was founded by Nathan Kaiser, a farmer bringing expertise in harvesting small-batch oats in the heart of Noyan, Quebec. His family have been dedicated to field crop production for over 40 years. Kaiser’s oat-based, vegan product line-up includes family-sized (946ml) tubs and round chocolate-dipped bars available in boxes of four. Flavours include mint chip, cookies and cream, chocolate fudge, salted caramel, vanilla and banana chocolate. The range is also mostly gluten-free, except for the cookies and cream flavour. It is crafted using oat beverage, rather than powdered oats, to deliver a creamier texture and ‘premium’ experience. Founder and president, Kaiser, commented: “I took my personal experience and family background in farming to determine where we’d source our oats in Canada. I love the fact that we handle the production in our own factory so we can control the taste, texture and overall experience that we want our customers to have.” By early 2025, the brand will move production to a brand-new, 45,000-square-foot factory designed exclusively for plant-based, frozen desserts. “The quality of our oats, our eco-friendly and sustainable methods of production, and of course, the delicious frozen desserts are all part of my mission to deliver the best tasting products for Canadians to savour and share with their family and friends,” Kaiser added. Currently available at select grocers in Quebec, Kaiser will expand into the Greater Toronto area later this year and nationwide in 2025. #Kaiser #Canada

Deep-tech spin out company from the UK’s University of Leeds, MicroLub, has closed a £3.5 million seed investment round. The funding will enable the company to commercialise its patented technologies for fat replacement, texture enhancement and nutrient delivery. The start-up says it will use the funds to advance product development with collaboration partners, scale the technology with co-manufacturing partners and build out the team. MicroLub’s plant based, protein microgel behaves like natural lubricants and can be used as a fat replacer and texture enhancer in plant based foods, as well as in human applications, such as to replace saliva for people with dry mouth. Fats and oils make foods texturally appealing and tastier, by adding ‘lubricity’ and a creamy mouthfeel. MicroLub's ingredient technology solution that adds lubrication through unique scaffolds made of protein and water, coated with polysaccharides. This structure mimics the ‘fatty sensation’ of full-fat products, adding texture, richness and succulence in low-fat or plant-based applications. In a statement provided to FoodBev Media, MicroLub CEO David Peters, said: "Our innovative approach focuses on leveraging cutting-edge science to pioneer the next generation of protein technologies, to develop proprietary ingredient solutions which dramatically reduce molecular friction. We do this by adding lubrication to food products, using protein microgels coated with polysaccharide hydrogels." Peters continued: "We are not looking to remove the entire fat content of a product – our technology requires there to be some present - but we can significantly reduce the fat content without any noticeable change to texture or mouthfeel. In addition, we enable our customers to remove thickeners and emulsifiers from their products, thereby shortening their ingredients lists and creating clean label products." "Our technology works across a very wide range of food applications- everything from plant-based burgers to low-fat indulgent desserts. It is especially effective in reduced-fat and plant-based foods, which historically have struggled to achieve anything like their full sales potential, because of issues around texture, mouthfeel and astringency. Baked goods, spreads and confectionery are among the other categories in which we have customers working with our technology." Using this technology, MicroLub will enable its customers to make their food products healthier, as well as contributing to sustainability by addressing the alt-protein industry’s current challenge of making plant-based foods less astringent. Anwesha Sarkar, founder and CTO of MicroLub, said: “When we discovered the technology and tested lubricity, we knew it had many potential applications, which we can now explore further and commercialise with this investment”. Peters added: “Our advanced protein technology is a real game-changer when it comes to fat replacement. It enables our customers to reduce the fat content and calorie count of their products by up to 75% without any noticeable sensory change in mouthfeel and texture.” #MicroLub #fats #UK

A new alt-dairy company based in the US, Edenesque, is making its debut with a line of ‘earth-friendly, nutritious and chef-crafted’ plant-based milks. The company, founded by CEO Leslie Woodward, is launching with a line-up that includes Unsweetened Oat Milk, Barista Blend Oat Milk and Barista Blend Pistachio Milk (pictured above). According to the brand, each product is crafted to deliver maximum flavour, nutrition and performance with minimal waste. It uses whole ingredients without any fillers, gums, preservatives or additives, and claims to offer the ‘highest concentration’ of oats and nuts of any plant-based milk on the market, alongside vitamin and protein blends for nutritional support. Unsweetened Oat Milk offers 5g of protein per serving and a source of vitamins A, D and calcium. It has less than 1% sugar and is ideally suited to drinking by the glass, in smoothies, cereals and baked goods. Barista Oat Milk is lightly sweetened with coconut nectar, a natural sweetener derived from the sap of coconut palm blossoms. It is creamy and foams up to provide an ideal solution for coffee or tea latte art. The Pistachio Barista Blend, also made with coconut nectar, offers a high concentration of pistachios and cashews, similarly suited for creamy and frothy hot drinks as well as for drinking by the glass as a rich, flavourful option. Core to the company’s mission is its social project, the Edenesque Food Insecurity Initiative, which supports a multi-faceted approach to reducing food insecurity in New York State by partnering with local organisations. Each purchase of the brand’s milk supports the initiative. With the goal of scaling a replicable model across the US, the company partners with Greater Hudson Promise, Columbia County Recovery Kitchen, Long Table Harvest, Big Dream Farm and Sweet Water Farm to help nourish local communities. The mission-driven business’ tagline, ‘Be the Love,’ represents that ‘love is actionable, and when compassion meets purpose, transformation is possible’. Edenesque’s full range of plant milks is now available at Whole Foods Markets in New York and Connecticut, select retailers in New York State, and all 27 Joe Coffee locations for $6.99. It will be available through the company’s website for national shipping from 1 November. Top image: © Edenesque #Edenesque #US

Protein Industries Canada has announced a new project involving several food industry partners, aiming to improve the taste, texture, price and nutrition of vegan cheese options. The project partners – plant-based cheese brand Daiya, ingredients company Ingredion and its Ingredion Plant Based Specialties (IPBPS) division, and pulse crop specialist Lovingly Made Flour Mills – will combine their expertise to use Canadian pulses, such as pea and fava, in the development of new protein ingredients and plant-based cheeses. At the end of the project, the partners’ innovations will help to increase the supply and diversity of sustainable food products while creating new jobs for Canadians, Protein Industries Canada said in a press release. By improving products’ taste, texture and nutrition while reducing their price, the partners aim to make these products more accessible and appealing to Canadian consumers. Throughout the project, Ingredion and IPBPS will turn Canadian pulses into functional ingredients for use in Daiya’s plant-based cheeses. Lovingly Made Flour Mills will also develop extruded pulse ingredients for use in Daiya’s range. This will enable Daiya to include higher levels of protein in its products, helping to meet growing global demand for new and increased protein sources. Jamie Siu, Daiya Foods’ director of advanced research and technology, said: “At Daiya, our goal has always been to create plant-based products that deliver the same taste and texture experience as traditional dairy. This collaboration allows us to improve the nutritional profile of our cheeses while ensuring they match the flavour and quality that consumers expect from dairy products.” “By incorporating Canadian pulses and advancing our fermentation technology, we’re excited to bring even better-tasting, protein-rich options to the table that are accessible to all Canadian families.” A combined total of CAD 16 million (approx. $11.6 million) has been invested into the project, with Protein Industries Canada committing CAD 5.8 million (approx. $4.2 million) and the partners together committing the remainder. Top image: © Daiya Foods #ProteinIndustriesCanada #DaiyaFoods #Ingredion #LovinglyMadeFlourMills #Canada

Bridge2Food North America returned to the US this month (October 2024), combining its Course Americas and Summit Americas events into one jam-packed, three-day experience for the first time. Held at the Lumber Exchange during a bright and sunny week in Minneapolis, Minnesota, the event took place from 8-10 October, kicking off with Course Americas on the Tuesday and following with the two-day Summit Americas on Wednesday and Thursday. Course Americas provided an interactive deep dive into alternative protein product development, exploring cutting-edge technologies and hands-on workshops with industry specialists such as Bühler and Puris. Meanwhile, Summit Americas featured a programme packed with insightful talks from key figures at companies like Cargill, Enough, General Mills and more, delving into a wide range of topics, from ingredients of the moment to regulatory challenges and retail strategies. FoodBev Awards also teamed up with Bridge2Food North America for the first time this year, with Bridge2Food’s industry dinner on 9 October – held at the beautiful Nicolett Island Pavillion – providing the platform for FoodBev Media’s 2024 World Plant-Based Innovation Awards winners to be announced. You can read more about the winners here . Read on to discover our key takeaways from the event…   Taste and texture still top the priorities list While many consumers are factoring in more considerations when it comes to choosing which food products to buy – such as eco-friendliness and social responsibility – taste and texture are still the main drivers influencing purchasing decisions, closely followed by price and availability. This was highlighted by Joseph Balagtas, professor of agricultural economics and director of the Center for Food Demand at Purdue University, in a session exploring the economic impact of inflation and market trends on the alt-protein industry. With consumers unwilling to sacrifice on taste and texture, but simultaneously remaining conscious of nutrition and labelling, manufacturers in the alt-protein space must keep innovating to find new ways to enhance the taste of plant-based alternatives while keeping ingredients labels consumer-friendly. New clean label ingredient solutions and modern processing technologies will play a key role here, and consumers are slowly becoming more open to these technologies’ use. Research from Innova Market Insights, presented during the event, found that 35% of consumers globally said they’ll accept novel processing technologies if it means the food tastes better, or is more nutritious or sustainable.   Collaboration is key During a panel discussion titled ‘Forging the path: Breakthroughs and hurdles in the alternative protein sector,’ the panellists discussed the importance of collaboration, emphasising that working together and creating valuable partnerships should be a priority as we seek to further the alt-protein industry. John Gray, managing director at mycoprotein start-up Enough, drew from his extensive career background within the traditional meat industry to share insights into how the alternative protein category – which he refers to as ‘complementary’ proteins, rather than alternative – can reach its growth potential. Gray pointed out that the meat industry collaborates “far more than we do in this sector,” highlighting the need for the alt-protein sector to balance competition with collaboration. Sarah Frick, managing director of plant-based meat alternatives at Cargill, echoed this by saying that companies should be seeking out partnerships that unlock unique synergies and allow for new opportunities to scale.   Funding challenges will continue Current challenges facing start-ups and smaller companies looking to raise capital are no secret to the industry – it’s an undoubtedly difficult time, however as several of the event’s speakers were keen to point out, these issues are not unique to the alternative protein and plant-based industry. Economic pressures have thrown up hurdles for businesses across food and beverages generally, including the meat sector, and the broader CPG industry is facing a tough funding environment. Fluctuations in investment are to be expected in the coming years we continue along this path, panellists noted during a session on ‘Where will investments go in 2025 amid a challenging funding environment?’. Ben Happ, partner at advisory firm BERA, expressed again the importance of partnerships – with investments and acquisitions from larger companies set to be the “way forward” for many businesses in the industry. “The real natural home for most of these companies is going to be in larger existing companies,” he stated during the session. Be prepared, know your customer Stephanie Lind, founder at Elohi Strategic Advisors, delivered a thought-provoking session on the event’s final day, exploring why 85% of new CPG/food and beverage launches fail (according to Nielsen data). Lind – whose experience includes roles at F&B giants PepsiCo, Sysco and Kerry, as well as leading global sales initiatives for alt-meat company Impossible Foods – emphasised that for many companies, lack of preparation is the reason for this failure. She highlighted that in many cases, sales teams are focused on the end consumer but not on the customer who they are directly dealing with, the customer making the vital decisions – such as retailers and foodservice establishments. She advised that companies in the alt-protein space take care to ensure they know their customer and who they are selling to, as well as make continuous evaluations of their sales strategies based on execution feedback. She also highlighted the importance of investing in changing the company culture around innovation, and investing in your sales team to ensure team members are well equipped to sell alternative protein products.   Know how to communicate Although consumers are becoming more open to modern technologies, there is still a way to go. While precision fermentation, for example, has been used in the food and pharmaceutical industry for decades, many consumers are still unfamiliar with this kind of technology and for many, unfamiliarity is linked with avoidance and feeling unsafe. Knowing how to communicate about these technologies and their benefits, helping to educate and enabling consumers to feel informed, will be a vital skill for companies within the alternative protein industry as it looks to scale up, with ambitions to bring ingredients such as precision-fermented dairy proteins into the mainstream in future. JP Frossard, VP and consumer food analyst at financial services group Rabobank, explained during a panel session: “There is a missed opportunity in how we formulate products and how we communicate what plant-based ingredients are in them.” For example, putting the focus on familiar, plant-based ingredients that consumers are used to, and educating consumers on the nutritional content of products – such as fibre content and gut health benefits – will help to bridge the gap and persuade shoppers to pick up something new.   “It's an evolution, not a revolution”   Many sessions over the course of the event delved into the challenges the industry is currently faced with – but despite this, the industry’s optimism and drive to overcome such challenges was evident, with a strong emphasis on keeping perspective and looking at the long-term picture. During the ‘Forging a path’ panel, the panellists reminded attendees that the end goal of transforming the food industry and creating a more sustainable future will take years, but we should not lose sight of it despite the challenges we face. As panellist Pete Speranza, founder of Brand Elevator, put it: “It’s an evolution, not a revolution.” Change will not happen overnight, and progress won’t always look linear, but we should still celebrate it and push for lasting success as we seek to unlock the alt-protein industry’s full potential. #Bridge2Food #US