The Just Meat protein powder can be used in products that have remained elusive to the meat sector, targeting a $3.8 billion health and wellness market opportunity.
The powder’s nutritional and allergen-free profile sets it apart from other protein powders on the market so it can appeal to a wide audience in products ranging from protein balls and shakes to energy drinks.
The powder has the potential to grow Australia’s $75.4 billion red meat industry, by capturing more value from a greater percentage of the carcase.
Dr Aarti Tobin, animal protein lead for CSIRO’s Future Protein Mission, said the powder can be used as-is or as an ingredient in a wide range of products.
“The advantage of a meat-based protein is that it naturally contains all essential amino acids, as well as high iron, zinc and magnesium,” Dr Tobin said.
“It’s mild in flavour and highly soluble so we’ve easily added it to snacks like sweet protein balls in our product development kitchen, with promising results to take to product trials.
“We're looking at new protein products to meet changing consumer preferences and which will play a big role in feeding a growing world population that’s set to reach 9.7 billion by 2050.”
The protein powder can also support food security by delivering meat’s nutritional benefits to remote locations or in disaster relief by overcoming refrigeration and transportation hurdles.
Meat & Livestock Australia is an investor and collaborator in the product’s development.
MLA science and innovation manager Michael Lee said there was a growing global demand for convenient and nutritious food as the world’s population increases.
“Products like this meat protein powder can help to cater to this demand by providing a shelf-stable, easily transportable and versatile source of protein,” he said.
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