Perfect Day enters protein powder category

By Jim Cornall contact

- Last updated on GMT

MOOLESS is a protein powder molecularly identical to conventional whey but made through precision fermentation. Pic: Perfect Day
MOOLESS is a protein powder molecularly identical to conventional whey but made through precision fermentation. Pic: Perfect Day

Related tags: Perfect Day, Fermentation, Cheese, Dairy alternatives, Whey, protein powder

Perfect Day, Inc., creator of the world's first animal-free dairy protein, has entered the sports nutrition market.

The company is partnering with Natreve, the world's first plastic and carbon neutral wellness company, and California Performance Co., the newest brand from The Urgent Company, on the introduction of the ready-to-mix (RTM) product line.

"After highlighting the functionality of our protein in cream cheese, ice cream and baked goods, this new category brings its nutritional superiority to the forefront. We developed this new product line for traditional whey protein and plant-based protein consumers alike, and above all, for anyone conscious about their health and the health of our planet,"​ said Ryan Pandya, co-founder and CEO of Perfect Day, Inc.

"This is an incredibly exciting moment for Perfect Day, as our animal-free dairy ingredients find more commercially viable uses across new product categories and now new continents, as we enter three global markets in a critical step towards our vision of a more equitable, resilient, and diverse food system for all."

Natreve is Perfect Day's first partner in the category, launching MOOLESS, a protein powder molecularly identical to conventional whey but made through precision fermentation.

The company said the product delivers all the nutritional benefits and a lower environmental footprint, with protein that generates up to 97% fewer greenhouse gas emissions than conventional production methods.

"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.

Each serving of MOOLESS contains 20g of protein and a full-spectrum digestive enzyme to support performance and daily wellness. MOOLESS is produced in four flavors: Vanilla Bean Cupcake, Chocolate Fudge Brownie, Cookies and Cream, and Strawberry Shortcake.

California Performance Co., helmed by Perfect Day's consumer-facing subsidiary The Urgent Company, will expand its animal-free product offerings to customers across the US, as well as internationally for the very first time, selling directly to consumers in Singapore and Hong Kong. This marks The Urgent Company and Perfect Day's first international brand launch, and includes three flavors which are lactose free, hormone free, and soy free.

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