The product: meeting many requirements

The product: meeting many requirements

Marine-based protein powder to debut

May 2015

ADVANCE International, Inc (AI), a Bay Area (US) start-up company, has announced it expects to start commercial production of its marine-based protein powder, Advance Protein Powder (APP) over the next 90 days.

It says the all-natural, nutritionally superior, marine-based protein powder, APP, is ready to make waves in the food industry.  AI invented a patented, scalable manufacturing process for producing, for the first time, an all-natural, tasteless, odourless powder derived from sustainable fish. Research has long ago proven that fish protein is superior to whey and soy but, until now, the strong taste and odour limited the application of fish-based protein to animal feed and other non-human consumption products. As a non-GMO, fat and cholesterol-free product, this breakthrough has significant implications for the health and fitness, alternative meat and healthcare markets.

Mazi Ghorbani, CEO, states that AI has developed a scalable, mass production disruptive technology that food industry giants have attempted but not yet achieved. Utilising innovative pharmaceutical processes with more economical food industry production methods, AI has the ability to set up skid- or vessel- mounted production facilities, making the process particularly suitable for global applications, with the flexibility to be near the fish source. Further, the process has a green, environmentally friendly carbon footprint with near zero waste, utilising either abundant fish or portions of the catch that are typically wasted.

The market for protein powder exceeds $25 billion globally, so AI expects to be well received as it seeks its first round of funding. Major Silicon Valley venture capitalists are aware of the shortcomings of current market offerings. Approximately 93 per cent of soy grown in the US is genetically modified, according to a 2012 study (Fernandez-Cornejo). Whey products, like the milk they are produced from, can contain growth hormones and antibiotics, not to mention herbicides and pesticides found in cattle feedstocks.

Yet animal-based protein continues to be considered the most “complete” protein, with more of the essential amino acids the human body needs. AI believes its odourless fish protein powder, with a complete amino acid composition relative to vegetable protein yet without the chemical, fat, and cholesterol risks of most animal proteins, will prove successful.

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