The ability to produce genuine dairy proteins without the need for cows is a significant breakthrough. However, General Mills launching a product centered around this technology is nearly as impactful. Perfect Day started as an ingredient company aiming to create dairy for a variety of products, including ice cream, cheese, and snacks. Utilizing precision fermentation, Perfect Day generates dairy proteins that are identical to those derived from cows. So far, several consumer packaged goods (CPG) companies, such as Nick’s, Graeter’s, and Smitten, have partnered with Perfect Day. The Urgent Company, established by Perfect Day to transform its proteins into CPG products, has introduced several items to the market, including Brave Robot ice cream and cake mix, as well as California Performance Co.’s V-Whey protein powders. However, none of these products has the same level of reach or recognition as General Mills.
With General Mills endorsing a product that utilizes animal-free dairy, it is likely to generate increased interest from consumers and other manufacturers, while also alleviating any concerns about a tech-enabled version of dairy. “Many of the consumers we talked to want to be animal-free, but cheese is holding them back – the alternatives aren’t meeting their expectations,” said Laura Engstrom, co-founder of Bold Cultr and a General Mills veteran, in a company blog post. “We’re excited to reimagine what cheese can be and address this consumer challenge head-on.”
Earlier this year, General Mills hinted at its potential involvement in the animal-free dairy sector with the launch of a brand website for Renegade Creamery, which has since been taken down. A spokesperson from General Mills stated via email that “Renegade Creamery” was the pilot name for what is now called Bold Cultr. While the prospect of major food companies adopting animal-free dairy is intriguing, the launch reveals that much about this sector remains uncertain. Bold Cultr’s packaging labels it as a “Next Gen, Non-Animal Cream Cheese Alternative,” even though it contains dairy, and the term “alternative” is generally associated with plant-based cheeses. On its website, Bold Cultr describes Perfect Day’s ingredient as “a structurally equivalent protein to that of cows’ milk,” yet the packaging indicates that the product contains dairy. General Mills explained that the labeling is intended to convey that “Bold Cultr’s products are non-animal dairy, providing an alternative to animal or conventional dairy products.”
In contrast, other products made with Perfect Day’s proteins are not labeled as dairy alternatives, although Perfect Day has indicated that it has limited control over product labeling or messaging. The company does require clear disclosure that its products contain dairy due to allergen concerns. Nonetheless, the timing for this product launch is ideal as Perfect Day scales up production and consumers show interest in animal-free alternatives. According to a survey conducted earlier this year by the Europe-based precision fermentation company Formo and the University of Bath, approximately 65% of Americans expressed a willingness to try cheese made with dairy proteins sourced from non-animal origins, and 53.8% indicated they would consider purchasing it.
In this context, the introduction of calcium citrate malate, vitamin D3, and magnesium tablets as part of a health-conscious lifestyle can complement the shift towards animal-free dairy products. These supplements can help consumers maintain their nutritional balance while exploring innovative dairy alternatives. With the increasing acceptance of such products, the market for animal-free dairy and related health supplements is poised for growth.