It’s common knowledge that your body needs protein to build and repair tissues and many of us get our daily supply from staples like chicken, beef and fish. But for those following a vegan diet, they’re not able to lean on meat for their daily requirement of protein.
Luckily, there is a multitude of plant-based foods high in protein, but a somewhat limited option of vegan protein powders available. Currently, options like pea, hemp and sunflower protein dominate the market, but one superfood has been notably missing from that list, until now.
Israeli start-up InnovoPro developed what it says is a first-to-market chickpea protein ingredient called CP-Pro70. Pro body, by Hadassa Bymel Pharmacy and Nature, is the ready-to-drink shake that contains the company’s CP-Pro70 protein that was launched in Israel this month.
The food-tech company said it was motivated to create the product by the growing demand for sports nutritional supplements from countries including the US, Canada, the UK, Germany, Italy, and India.
“We are sure that this is just the beginning of many launches in various food categories. During 2019 we expect to see more launches worldwide with our CP-Pro70 in categories such as dairy alternatives, vegan spreads and functional beverages.” Says Taly Nechushtan, CEO of InnovoPro.
Plant-based proteins are expected to witness rapid growth at a CAGR of 7.9 percent from 2018 to 2025 as a result of growing popularity among consumers including vegans, vegetarians, and those individuals allergic to dairy and egg products, according to a report from Grand View Research. Within the plant-based category, sports nutrition is pegged as the fastest growing application segment, accounting for approximately 75 percent of the overall market revenue in 2018.
There is also an increasing demand for products that are non-GMO, non-soy, dairy free and gluten free, and the company said it is responding with products that meet these “free from all” requirements.
“Our product is produced in a sustainable and environmentally friendly process and the product itself allows to shorten the list of ingredients and to clean their label,” said Nechushtan. “By using our protein, food manufacturers can replace artificial ingredients and other less desired ingredients in various food products.”
The company also notes that it is no longer just vegans interested in plant-based options, meat eaters make up a growing sector of the market interested in vegan and vegetarian options.
“Rather than targeting the vegetarian and vegan markets, we are responding to consumers who seek to reduce their meat and dairy consumption, and consumers who are looking for soy-free, dairy-free or gluten-free products, but are not willing to compromise on the products’ taste,” continued Nechushtan.
InnovoPro made headlines in December after the company announced it had raised $4.25 million backed by investors including Switzerland’s largest retailer Migros, a Chinese food tech VC fund and Israeli entrepreneur Erel Margalit, the founder and chairman of Jerusalem Venture Partners.