![]() ![]() " We also found ourselves having conversations with VC funds over the years who said, if you ever do something in the consumer space, let us know, and it's good to know that there is a pipeline of these funds if we can build a little bit of momentum around this." 'Not many CPG companies can get a product from concept to launch in 16 weeks' However, the desire to develop retail brands lingered, and after a conversation with Kollesoff, who has worked in a variety of roles at dairy giant Glanbia, omega-3 specialist Croda, and contract manufacturing specialist Aseptic Solutions, the idea for The Urgent Company started to take shape in early 2020, explained Pandya. “Like most startups, we started off with a vision to do it all, but we realized pretty early on that without focus, you will die." “If you invented a new kind of camera that could record new kinds of videos, it’s not just that you would want to have all the studios upgrade their footage, you’d also want to tell new kinds of stories,” said Perfect Day co-founder Ryan Pandya, who has always harbored ambitions to develop his own retail products (notably animal-free milk) but pivoted to a b2b model (developing ingredients) with co-founder Perumal Gandhi fairly early on. "It tastes like ice cream should." 'We realized pretty early on that without focus, you will die'īut why get into finished products given that Perfect Day is already talking to scores of CPG companies interested in using its animal-free ingredients, and has “ a couple of very exciting announcements coming up” on this front? While the packaging highlights the brand's vegan and lactose-free credentials, the focus is on taste, he said. Our tagline is about doing things in a 'smarter way.'" A s we learn more about the consumer, things may change. We could have spent another six months on consumer testing but we wanted to get something on the market and learn from it. "We also feel we can have a lot of fun with the Brave Robot brand, which is a bit different, although we're not saying we've got everything right. We also have a truly accessible product with a suggested price of $5.99 at retail. He added: " Tasting is believing and as soon as people try it, they buy into the whole concept, so the reaction has been overwhelmingly positive . ![]() While plant-based milks have captured a significant share of the fluid milk market, they account for a much smaller share of the ice cream and yogurt market, in part because it can be much harder to deliver the taste, texture, eating experience, and functionality that consumers expect from these products, claimed The Urgent Co general manager and co-founder Paul Kollesoff.īrave Robot - by contrast - tastes and performs like regular ice cream, because it's made with real dairy, just not from cows, he said, enabling consumers to have their cake and eat it, especially those that are concerned about the ethics and sustainability of animal agriculture, but don't think plant-based products can match them on taste, performance, or nutrition. The first product to emerge from The Urgent Company – a spinoff from Perfect Day that’s focused on consumer brands - Brave Robot has just hit stores in the Pacific North West (MSRP $5.99), and is also available direct to consumer via the braverobot website. (Read about the first consumer product featuring animal-free dairy HERE.) Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation. ![]()
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