Food From Air Lands In America’s Protein Powder Market

Scott Mathias
5 minutes ago
1 min read

The first US consumer product made with Solar Foods’ Solein® has landed and it is not a burger, milk, snack bite or futuristic food demo. It is a ready-to-mix protein powder from Ambrosia Collective, launched under its Planta brand in salted caramel coldbrew flavour, with 20g of protein per serving and 0g of sugar.

That matters because Solar Foods is not trying to win over the mainstream supermarket aisle first. It is entering through the US health and performance nutrition market, where protein powders, supplements and active lifestyle products already have permission to be functional, technical and a little bit future-facing. Ambrosia Collective is test marketing the product now through its own website and Amazon, with a national rollout planned for summer.

The bigger signal is that protein is no longer just for gym bags. As Solar Foods points out, the US health and performance nutrition market is worth about USD 10 billion, and ready-to-mix protein powders are a major sub-category. Solein’s first US outing suggests the next protein battleground may not be meat replacement at all, but everyday nutrition — coffee-flavoured, sugar-free, lifestyle-friendly and quietly made from something that once sounded impossible: food from air.

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Food From Air Lands In America’s Protein Powder Market

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