Swedes debut oat protein on price-reliability premise
The start-up has a cholesterol-lowering, beta-glucan ingredient called PromOat with prOATein coming into its portfolio to meet increasing, “demand for protein-enhanced products”.
It is offering the ingredient as a powder with high amino acid content in the form of leucine and lysine and targeting functional foods and food supplements.
PrOATein is a clean-label ingredient that is dairy-free, vegan-friendly, nut-free and low in gluten.
Strong demand
In a statement today, David Peters, director of sales and marketing at Biovelop said: “Consumer demand for protein-enhanced products is stronger than ever, yet traditional sources of protein are suffering from the dual threats of significantly increased prices and unreliable supply.”
“Manufacturers are increasingly looking to alternative forms of protein which can address these issues and appeal to a broader range of consumers at the same time.”
“prOATein is attractive to manufacturers and consumers alike: It is a sustainable, non-dairy, non-animal source of protein, it benefits from the very positive perception amongst consumers that oats already enjoy, and it overcomes consumer concerns about GMO ingredients that hinder certain other proteins.”
The company highlighted matrices like breakfast cereals, nutritional bars, bread, baked goods, meal replacement shakes, meat products, pasta, snacks, sports nutrition products, and supplements.
Biovelop also supplies ingredients into the cosmetics and personal care space under the brand nameAvenacare.
It invested €20m developing PromOat, with initial research on oats began in 2002, with other funds invested in patent protection, marketing and a specialised oat-grain processing facility in Sweden.
