Innovative Product for Lactose Intolerant Bakers + Plant-Based Marketing Coalition

Xtalks Food Industry Podcast

For a significant portion of the world’s population, baking is punctuated by the pain and discomfort of food intolerances. Lactose stands out as a particularly pesky ingredient in this regard. In this episode of the Xtalks Food Podcast, Sydney talks about Intoleran, a beacon of hope for those troubled by lactose. The Dutch brand, founded by Harmen Treep in 2008, recognized the immense gap in the market and created a line of lactase enzyme supplements tailored to cater to the lactose-intolerant community. She gives examples of other products for lactose intolerance on the market, including Lactaid and Almond Breeze, but explains why Intoleran is different. The standout feature of Intoleran is its user-friendly lactase drops. Instead of crafting an entire recipe around lactose-free ingredients or popping a pill beforehand, Intoleran users can integrate these drops into their regular baking process. By adding just five of these drops to a liter of milk, up to 80 percent of the lactose is neutralized within a day. The team commends this company for creating an innovative product that allows those with lactose intolerance to enjoy baked goods without sacrifices.
Also in this episode, Sydney talks about why leading US plant-based food companies are considering the formation of a coalition to counteract successful marketing strategies like The Incredible, Edible Egg and Got Milk?. This initiative, slated for a 2024 launch, comes as a reaction to the negative press and targeted ads by Big Ag. The plant-based sector has weathered turbulent times over recent years, facing hits from multiple directions. Sales attacks, media criticisms and advertisement blitzes, many orchestrated by Big Ag and its affiliates, have all left marks. In response to Big Ag’s strategies, Beyond Meat rolled out a campaign that subtly highlighted its commitment to farmers and countered misinformation surrounding plant-based proteins. Peter McGuinness, CEO of Impossible Foods, emphasized the need for better marketing from plant-based companies, given Big Ag’s coordinated and resounding voice. The team wonders how the planned plant-based marketing coalition will go about marketing ­— will it counterattack Big Ag or promote its variety of products in a positive light?
Read the full article here:
Intoleran: A Revolutionary Solution for Lactose-Intolerant Bakers
Big Ag Challenges Spur Coalition Among Plant-Based Companies
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