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This new whey protein powder is unlike any other currently on the market. It’s completely animal-free, thanks to Perfect Day’s precision fermentation technology.
You can now get your hands on real whey protein powder, made without any cows. Mooless is the new environmentally-friendly and ethical protein powder that delivers the same functional and nutritional benefits of real whey, thanks to the use of Perfect Day’s bioidentical animal-free version made through precision fermentation.
Animal-free whey protein
Launched by Natreve, a Vancouver-based wellness brand, the world’s first animal-free whey protein powder contains the same bioidentical proteins found in cow’s milk that have been replicated using precision fermentation technology.
These proteins have been developed without cows by San Francisco food tech Perfect Day. The company encodes DNA sequences of real dairy into microorganisms that are then “brewed” to grow the very proteins that are identical to those found in milk. These whey proteins have been incorporated to make animal-free ice creams, cream cheese, and even milk that’s being tested at Starbucks, but it’s the first time they have been used to create a protein powder.
Natreve’s new Mooless product boasts a whopping 20 grams of protein per serving, as well as a full-spectrum digestive enzyme to support performance and daily wellness. The range comes in four flavours, including Vanilla Bean Cupcake, Chocolate Fudge Brownie, Cookies and Cream, and Strawberry Shortcake, and is set to land on shelves by early 2022.
It will be available “with a major US national retailer”, as well as online, through Natreve’s direct-to-consumer website.
The brand says the decision to expand its range with the world’s first animal-free whey protein is part of its goal to bring consumers a wider variety of carbon-friendly choices.
“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,” shared Natreve CEO Roland Radu. “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.”
According to Perfect Day, its animal-free whey protein emits at least 85% and up to 97% fewer GHG emissions compared to conventionally farmed dairy.
“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,” added Perfect Day co-founder and CEO Ryan Pandya.
California Performance Co.
Perfect Day will also be launching its own whey protein powder, under the brand California Performance Co., which will be operated by its subsidiary The Urgent Company. The company says that the product will roll out across the US before landing in Singapore and Hong Kong.
The Urgent Company currently has three brands under its belt, including Brave Robot, which produces animal-free ice creams, and Modern Kitchen, its new animal-free cream cheese range. California Performance will be the latest and the first direct brand under Perfect Day to launch internationally when it lands outside of the US.
Lead image courtesy of Perfect Day.