“CowFree” advances: Strauss unlocks precision fermentation for structurally identical milk protein

Israel-based Strauss Group has unveiled its “CowFree” product range formulated using animal-free beta-lactoglobulin (BLG) protein through precision fermentation, which is structurally identical to milk protein.

It is incorporated into the CowFree “Symphony” cream, cheese, and Yotvata CowFree drink, which are slated to be launched in the coming weeks.

The innovation provides options for individuals who separate meat and dairy and those sensitive to lactose, says the company. Vegans and those reducing their consumption of animal-based foods will also benefit from a dessert based on Symphonia CowFree.

The products in the CowFree line are enriched with calcium and high-quality protein containing all essential amino acids. Due to the structural similarity with milk protein, the products are “not suitable for individuals with milk protein allergies,” according to the firm.

While a few companies in the US already offer animal-free dairy ingredients through precision fermentation, Barak Weinstein, general manager of Strauss Neo, tells Food Ingredients First that Strauss is the first to introduce a fresh, non-animal “dairy milk” product to the global market.”

“CowFree products are developed and manufactured on the same production lines as our dairy products. Our skilled food technologists and chefs combined their extensive dairy expertise with the new ingredient to create products that closely replicate the taste, texture, and nutritional profile of traditional dairy.”

“Strauss has been active in food-tech for more than a decade and was the first food and beverage company to establish a food-tech incubator. Since dairy is at the heart of our business, we carefully evaluated the emerging technologies in recent years and identified BLG protein from precision fermentation as particularly promising.”

Meeting “unmet” consumer demands

The CowFree range offers vegans and flexitarians more dairy-free choices.

Strauss unveiled CowFree at a press event in Israel to showcase its unique taste and nutrition.The animal-free protein “directly addresses” unmet needs among underserved communities: people with lactose intolerance, individuals who separate meat and dairy and can now “enjoy a parve cappuccino, and vegans or flexitarians seeking high-quality protein,” says Weinstein.

The Yotvata CowFree beverage is marketed as the “only fresh product” that provides high-quality protein comparable to cow’s milk, excellent frothing performance, 38% lower carbohydrates compared to cow’s milk, zero lactose, and zero cholesterol while being parve (containing neither dairy nor meat ingredients) and vegan.

For increasing consumer education, Strauss launched the CowFree product line with a press conference for all major Israeli media outlets, including live tastings to showcase its “unique taste and nutrition,” explains Weinstein. “This will be followed by a multi-channel campaign to educate consumers and build awareness.”

Balancing social responsibility and business

Strauss balances innovation with sustainability to showcase that business growth and social responsibility “can go hand in hand,” affirms Weinstein.

“CowFree is not just a product, it represents a new way of thinking about how food innovation can create shared value for consumers, communities, and the planet.”

“For Strauss, social responsibility and positive impact have always been at the core of our values. Our purpose, “Nourishing a Better Tomorrow,” is fully embodied by CowFree.”

CowFree protein’s production method significantly reduces environmental impact compared to cow’s milk protein, he adds. It lowers water consumption by over 80%, greenhouse gas emissions by over 80%, and energy consumption by around 60%.

Both the Yotvata CowFree and Symphony CowFree products will be sold as kosher food in Israel.

CowFree addresseses the unmet needs of vegans or flexitarians seeking high-quality protein, says Weinstein.Yotvata will be certified under “Rubin” Mehadrin kosher standards, which follow a stricter level of kosher supervision. The Symphony CowFree will carry Rabbanut kosher certification, the standard kosher certification in Israel. 

The company plans to launch more products in the CowFree range.

Advancing alt-dairy innovation

Weinstein tells us Strauss’ CowFree products have received a positive response from consumers and are generating strong discussions on social media.

“Many consumers have shared that CowFree addresses long-standing unmet needs. Throughout the process, we consulted with key stakeholders and organizations such as Rabbi Rubin, Vegan Friendly, and the Good Food Institute to ensure alignment with their expectations.”

Looking ahead, he expects the dairy market to evolve from two categories to three in the future: animal-based dairy, plant-based alternatives, and CowFree as a “distinct new category.”