Budweiser Brews Eggs? Cereal as Meat? Food Experiments

The Rise of Alternative Proteins: Corporate Investments Surge

Companies are increasingly recognizing the significant market opportunities presented by alternative proteins. Major consumer brands nationwide are actively investing in and forming partnerships with innovative startup companies. This trend supports consumers in adopting diets that are both healthier and more ecologically sound.

New Partnerships Emerge

As Earth Week concludes, several newly announced collaborations highlight the transformative potential of emerging technologies within established industries.

ZX Ventures and Clara Foods: Brewing a New Protein Source

Yesterday, ZX Ventures, the investment and innovation division of AB InBev based in New York, revealed a partnership with Clara Foods. Clara Foods specializes in protein production technologies, including the development of egg substitutes created through brewing processes. Essentially, the creators of Budweiser are exploring the production of beverages that are less intended for drinking and more suited for culinary applications.

This venture playfully suggests that the consequences of this innovation may ultimately fall upon the consumer.

“Clara’s core mission has always been to expedite the global shift towards animal-free protein, beginning with the egg,” stated Arturo Elizondo, CEO and co-founder of Clara Foods. “With over one trillion eggs consumed annually worldwide, commitments to cage-free practices are insufficient. We are excited to collaborate with the world’s foremost fermentation company to collectively foster a more compassionate, sustainable, and flavorful future. This partnership represents a substantial advancement towards realizing our vision.”

Market Demand Fuels Innovation

The partnership is driven by market forces. Research cited by both companies indicates an anticipated 98% increase in demand for high-quality proteins by the year 2050.

“Addressing the growing global food demand necessitates groundbreaking solutions built on collaboration and innovation across diverse industry sectors – both traditional and new,” explained Patrick O’Riordan, founder & CEO at BioBrew, ZX Ventures’ new business line. BioBrew focuses on applying large-scale fermentation and downstream processing expertise beyond the realm of beer. “We are eager to explore the development of highly functional, animal-free egg proteins with Clara Foods in a manner that is scalable, sustainable, and economically viable.”

Post Cereal Invests in Hungry Planet

Simultaneously, a convergence of ideas is taking place in St. Louis, where cereal manufacturer Post is investing in Hungry Planet, a company specializing in meat alternatives.

Rooted in the Seventh Day Adventist emphasis on plant-based diets and health – a foundational principle of the Kellogg’s cereal empire – Post has long been a competitor with its Grape-Nuts cereal and other grain-based breakfast options.

The company has now spearheaded a $25 million investment in Hungry Planet, which aims to provide plant-based alternatives to crab cakes, lamb burgers, chicken, pork, and beef. Trirec, a Singapore-based environmentally sustainable holding company, also participated in the investment.

A Growing Industry

Alternative proteins represent a substantial market. Companies dedicated to developing and commercializing alternative protein sources secured over $3 billion in funding last year, as reported by the industry tracker, the Good Food Institute.

“The alternative protein industry has demonstrated both resilience and accelerated growth over the past year, attracting significantly more investment capital in 2020 than in previous years,” noted Caroline Bushnell, GFI director of corporate engagement, in a statement. “These capital infusions, and further funding to come, will facilitate crucial research and development and capacity building. This will enable these companies to expand and offer more consumers delicious, affordable, and accessible alternative protein products.”

Addressing Global Challenges

This movement is part of a broader effort to provide plant-based alternatives to animal proteins, aiming to mitigate planetary deforestation and reduce greenhouse gas emissions linked to animal agriculture.

“Humanity requires solutions that are commensurate with the scale and urgency of the challenges we face,” concluded Elizondo.