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Reetta KiveläNovember 16 2016
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2030*
*) NCAR, National Center for Atmospheric Research
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Not my Problem?
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ReettaCTO, technologist, inventorPhD in Food Science, oat specialist
Maija
Can we be doers?
CEO, brand builder, innovatorEntrepreneur, designer
Maija
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(Food Technology 2013 report*)
Environmental impact of meat mass production (WHO)
1 meal2000L
6kg 1kgPlant protein Animal protein
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AwarnessMeat mass production challenges Plant based diets boom + protein boom
Natural Health issues
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The Missing Link
ANIMAL PROTEINS / UNSUSTAINABILITY
PLANT PROTEINS / NUTRITIONALLY INCOMPLETE
O’Kitchen Ltd 2015
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True Ingredients
Legumes
OatOat branOat protein
Beta-glucan fibre
Proteins
Vitamins
Fats
Minerals
Pea proteinFababean protein
Other Oil, salt, spices
Oat malt
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2030*
*) NCAR, National Center for Atmospheric Research
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Oat has many proven health benefits, including impacts on heart heath, digestion and blood sugar.
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PUNTTIS.NET:
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Rule Nr 1: TASTE
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Rule Nr 1: TASTERule Nr 2: USAGE
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Rule Nr 1: TASTERule Nr 2: USAGE
Rule Nr 3: NUTRITION
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Rule Nr 1: TASTERule Nr 2: USAGE
Rule Nr 3: NUTRITIONRule Nr 4: ACCESS
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PULLED BASED Snacks
Cooking ingredient
Cold cuts
GEL BASED
Food
Meaty
Sweet and crispy
Savouryand crispyFood to
prepare
Food to warm up
Food to grill
Pulled
Chewy
Sausages
A patented platform
G&G
SnacksFood
Hiker’s food Snack bar
TofuDrinks
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Product #1: PULLED OATS
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Our story
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Artikkeli
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Preliminary studies in China
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Founding the company
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Our first own premises
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2015OKO0628PEP-2015009865 20151016
1
Title of the invention
A method of manufacturing a textured food product and a
texturized food product
Field of the invention
The present invention relates to methods for manufacturing of 5
textured food products.
Technical background
Vegetable-based protein-rich products offer many benefits and
advantages to consumers. Protein-rich plant food offers a
sustainable way of fulfilling the daily protein requirements. In 10
addition to the proteins, plants are high in bioactive compounds
such as complex carbohydrates, which are widely recognized as
being healthful. The majority of the Western consumers would
like to prefer a plant-based diet due to its healthiness and
ecological concern. However, many consumers find it difficult 15
to keep their daily protein intake sufficient due to the narrow
and inconvenient offering of proteinous plant products.
Protein bar snack products are a convenient choice, but are
limited to syrup-based taste profiles and have sandy structure.
The main-course plant protein foods in the markets are often 20
sold as dry, requiring time and certain knowledge to process
them to an edible meal. From the viewpoint of ingredients
commercially available as ready-to-eat products, vegetarian
minded consumers have also only few choices. Most of the ready-
to-eat products containing plant protein are based on soya or 25
wheat gluten, which some consumers like to avoid due to
allergy, ecological or ethical reasons or GMO related concerns.
One of the challenges with soya products widely utilized as a
plant based main course is the beany taste of the products that
makes some consumers to search for alternatives. 30
Objective of the invention
An objective of the invention is to improve the nutritional
value of a textured food product manufactured by cooking and
extruding legume protein. This objective can be fulfilled with
the method according to claim 1 and with the textured food 35
product according to claim 13.
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
2015OKO0628PEP-2015009865 20151016
1
Title of the invention
A method of manufacturing a textured food product and a
texturized food product
Field of the invention
The present invention relates to methods for manufacturing of 5
textured food products.
Technical background
Vegetable-based protein-rich products offer many benefits and
advantages to consumers. Protein-rich plant food offers a
sustainable way of fulfilling the daily protein requirements. In 10
addition to the proteins, plants are high in bioactive compounds
such as complex carbohydrates, which are widely recognized as
being healthful. The majority of the Western consumers would
like to prefer a plant-based diet due to its healthiness and
ecological concern. However, many consumers find it difficult 15
to keep their daily protein intake sufficient due to the narrow
and inconvenient offering of proteinous plant products.
Protein bar snack products are a convenient choice, but are
limited to syrup-based taste profiles and have sandy structure.
The main-course plant protein foods in the markets are often 20
sold as dry, requiring time and certain knowledge to process
them to an edible meal. From the viewpoint of ingredients
commercially available as ready-to-eat products, vegetarian
minded consumers have also only few choices. Most of the ready-
to-eat products containing plant protein are based on soya or 25
wheat gluten, which some consumers like to avoid due to
allergy, ecological or ethical reasons or GMO related concerns.
One of the challenges with soya products widely utilized as a
plant based main course is the beany taste of the products that
makes some consumers to search for alternatives. 30
Objective of the invention
An objective of the invention is to improve the nutritional
value of a textured food product manufactured by cooking and
extruding legume protein. This objective can be fulfilled with
the method according to claim 1 and with the textured food 35
product according to claim 13.
Patent application
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Vegans / Hipsters
Families
Athletes
Women
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
User studies
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Shop tests
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Shop tests 3 weeks -> 3 hours
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1124
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1124
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Hype!
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Approaches
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Approaches
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Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Factory
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Breaking the barriers
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Only with bests
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Rain maker
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31.8.2016
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””
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The Gold&Green wayFrom R&D to product to mass production 2015-2017
ESTIMATED DEMAND Q3’16
Keys to the emptyfactory
PoC: productisation
ESTIMATED DEMAND Q1’16
2015 2016 2017
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
R&D
PoC: consumerdemand/Finland
POC: Categoriademand/Finland
PoC: Industrialisation
PoC: Consumer demand/xx
PoC: Expansion of perfect proteinplatform
In labbook
PoC: HoReCademand
PoC: Multiplication of the production site
Productionkilos/revenue
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VISIO
N
The Gold&Green way
Design centric Research driven
innovation
IDEAS
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Vision 2020Pulled Oats is the most
attractive meat alternativeavailable in all important
markets globally
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Product #2: SNACK
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Usage – Savory protein snacks
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Funding plans 05’16->
• BANK LEASING Q2’16 1,5M€ IN PROGRESS• EU GRANT Q3’16 2,5M€ IN PROGRESS• EQUITY Q3-Q4’16 3-5M€ PLANNING
Type Time Amount Status
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The global meat substitutes market is projected to grow significantly from an estimated value of USD 3.80 billion in 2015 to USD 5.17 billion by 2020 at a CAGR of 6.4% between 2015 and 2020. The growth in this market is propelled by continuous growth in the vegetarian food industry and the increasing health concerns of consumers.
The Asia-Pacific market will register highest growth by 2020 owing to the significant increase in the awareness level in consumers for health and wellness and increasing demand for healthy and clean-label food in the region. The growth of this region is supplemented by the increasing per-capita spending power and changing food habits in developing economies such as India and China.
The growing demand for meat-free food products and increasing health concerns are expected to drive the market for meat substitutes globally. In addition to this, key factors such as increase in adoption rate of vegan & vegetarian diet and increasing health concerns for pets, increasing environmental issues, and presence of modernized retail chain in emerging markets are projected to support the growth in the meat substitutes market in the forthcoming years.
The industry and potential
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Competitors: EstablishedSoy (Strips, tofu, tempeh)
Mycoprotein (Quorn UK)Single providerRevenue 2014 240M€Monde Nissin acquired Quorn for 744M€ at Sept. 30th
Seitan = Wheat gluten(Wheaty / Topas GER)Revenue 2014 10M€ (yearly growth 102%)
Facts90% is GMOHormonal effectsRainforest effects
Global soy production 200Mt/y of which 6% goes into human food. Soyfood market size 40B €, of which snack bars 35%, meat alternatives 17%, beverages 14%.The major producers: US, Brazil, Argentina, China
FactsAllergy issuesContains egg
FactsWheat based
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Competitors: Newcomers
…TO MANY!
(All based in soy or gluten)
Oumph!More Than Meat
Beyond Meat
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Sales plans
FINLANDSWEDEN
Home market pilots 2016-2017 • Finland & Sweden, target 1Mkg/y during 2017• Retail & HoReCa• Cookable food & snacks• Early sales 05’16: 10% of the demand fulfilled
Expansion 2018->• Export: Scandinavia, Benelux, UK, Ger• JV: China, USA
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PLANT-BASED REVOLUTION
cooking in the North