The Urgent Co: 'Delineating between plant-based and animal-free is very important...'
The term ‘animal-free’ - which brands such as Brave Robot are using to differentiate their products (which contain ‘real’ dairy proteins made without cows) from plant-based products - is starting to appear on more products, although it’s still a new concept for consumers, acknowledged August Vega, president of frozen and indulgence products at The Urgent Company.
“I think delineating between plant-based and animal-free is very important because our products contain milk allergens and they are dairy products.”
Vega, who co-founded plant-based dairy brand MALK, added: “What I experienced in the plant-based milk industry is you will not convert everyone, and so if we can convert a dairy consumer to animal-free products, that's pretty impactful.”
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