Natreve, a premium wellness company based in Vancouver, has partnered with Perfect Day to give consumers the first animal-free whey protein powder. The powder is called Mooless and it offers the same taste, texture and nutritional benefits of whey protein, just without the animal components.
Mooless targets consumers who want a protein powder that elevates their wellness journey while meeting their environmental and health principles.
This is not the first time we heard of the phrase “animal-free product”. But this term differs from vegan and plant-based products because it involves a new technology that makes a dairy protein without using sheep or cows.
Perfect Day received approval from the US Food and Drug Administration (FDA) for the company’s flora-based products, which is also Generally Recognized As Safe (GRAS) by the FDA.
The protein is created by fermenting a genetically modified yeast strain which is submerged in media that allows it to ferment and make β-lactoglobulin protein.
The partnership between Natreve and Perfect Day uses the technology to make an animal-free milk protein identical to that found in conventional whey, which is the watery part of milk leftover after the formation of curds.
The new animal-free method of making whey generates 97 percent less greenhouse gas emissions than the conventional production method.
“Natreve is on a mission to provide wellness to everyone, inside and out. As the world’s first plastic and carbon-neutral wellness company, we’re on a journey to become the most sustainable wellness brand on the globe. Our partnership with Perfect Day and the launch of Mooless allows us to provide even more options for consumers to invest in their health while protecting the health of our planet,” said Roland Radu, CEO of Natreve, in a press release.
The collaboration occurred because both companies have the same values, which are to focus on making change through business and to put sustainable practices forward.
“We’re thrilled to partner with Natreve to marry their best-in-class wellness products with the nutritional and functional superiority of our protein. 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,” said Ryan Pandya, co-founder and CEO of Perfect Day, in the same press release.
The protein powder will be available in four flavors: Cookies and Cream, Vanilla Bean Cupcake, Strawberry Shortcake and Chocolate Fudge Brownie. Each serving of Mooless has 20 grams of protein and a full-spectrum digestive enzyme to enhance and support one’s performance and daily wellness.
The whey protein market is set to grow by $829 million with a compound annual growth rate (CAGR) of 7.28 percent from 2021 to 2025 in the US. Many reasons cater to this increase, such as the increased popularity of exercising and eating healthy. But also, the increased awareness of the health benefits of whey protein has created a vast opportunity for growth.
Additionally, the plant protein market growth is expected to have a CAGR of 6.2 percent and reach $27 million by 2027. The plant protein category targets mainly those on a plant-based diet who need a source of protein and are looking for protein alternatives.
This animal-free collaboration between Perfect Day and Natreve will allow Mooless to compete in a market that isn’t too saturated but has been stagnant in developing new products. In addition, with the popularity of protein powder consumption, Mooless can compete in both animal-based and plant-based markets.