"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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