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Finnish Start-Up Seeks Big Share Of Growing Meat Substitutes Market

January 28, 2016: 12:00 AM EST
Meat substitutes are usually based on wheat, soy, or other beans. But younger companies like Finland start-up Gold & Green Foods, are pushing the ingredients envelope, experimenting with products based on fungi, insects, beans and oats. Two Scandinavian entrepreneurs hope to cash in on the world’s growing appetite for protein-rich meat substitutes with a grain/legume combo that suggests chicken-flavored pulled pork. Founders Maija Itkonen and Reetta Kivela, who call their creation “pulled oats,” say the combination of sheared, heated oats and amino acid-rich beans provides a complete protein. Their patented production technology delivers a fibrous texture. The global market for meat substitutes was valued at $1.8 billion last year. It will grow to $2.2 billion by 2020 (Euromonitor).
Tuomas Forsell, "Finnish 'pulled oats' maker wants a bite of the meat substitutes market", Reuters, January 28, 2016, © Thomson Reuters
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