Rudy Yoo, co-founder of Armored Fresh and Pureture, has big plans for the future food industry, featuring yeast-based casein, barley-derived coffee, and clean-label, complete plant proteins.
How does a five-ingredient, sugar-free, “zero-dairy” shake with 25g of protein per serving sound to you? How about coffee made from roasted barley instead of, well, coffee beans? Or an additive-free functional bar with complete protein from plants, designed as pre- and post-workout fuel?
Rudy Yoo is working to make all this (and more) a reality. The co-founder of oat milk cheese brand Armored Fresh and vegan casein maker Pureture is embarking on several new projects this year, all to unlock nutrition that’s sustainable for both the human body and the planet.
South Korea-based Armored Fresh has been expanding its US footprint over the last year with the launch of its oat milk cheese slices and parmesan shakers. Pureture, based in New York City, has developed a fermentation-derived casein that ditches the cows for yeast and comes 30-40% cheaper than the conventional protein.
Now, Yoo is taking things a few steps further. This year, he will launch Piilk (“Pure + Milk”), a new line of protein shakes combining Pureture’s casein tech with Armored Fresh’s product development expertise. They replicate the functional and sensory attributes of dairy with a clean and animal-free ingredient list.
Then, under Armored Fresh, he has announced JustAlt, a functional food brand with high-protein, low-sugar products, and Barley Brew, a beanless coffee alternative made from grains.
“Pureture is a biotech company specialising in innovative raw materials and B2B supply, while Armored Fresh is a B2C food brand offering alternative dairy products directly to consumers,” Yoo tells Green Queen. “Through strategic partnerships, both companies are working together to lead the next-generation alternative dairy market.”
Clean-label is a ‘necessity’ in the alt-dairy world
The teams at the two startups tested more than 400 yeast strains to optimise the protein yield and eliminate off-notes in taste and colour. The result is an animal-free casein that provides “the same essential amino acid profile as dairy proteins” and “replicates dairy-like emulsification, texture, and nutritional properties without additives”.
Casein is the main protein found in cow’s milk, and is a market worth $3B. Pureture employs a six-step liquid fermentation process that combines yeast with plant-based ingredients to make its version. It begins by cultivating a yeast strain and enriching it. Then, it separates the protein and tests the emulsification functionality, before sterilising and drying the casein.
Pureture’s casein is said to maintain “excellent taste and functionality”, and can naturally bind water and fat. It contains 25g of protein, with a complete amino acid profile (like dairy). Yoo explains that it “offers high digestibility and bioavailability without requiring dairy-based fortification”, and has “a nutritional profile superior to traditional plant proteins”.
“Most dairy-free products rely on emulsifiers, gums, and stabilisers to mimic dairy texture, requiring heavily processed ingredients. In contrast, Pureture’s yeast-based alternative casein offers natural emulsification, overcoming the limitations of existing dairy-free products and providing a cleaner, more natural solution,” says Yoo.
“Consumers are increasingly favouring transparent ingredients and minimal processing, making clean-label products essential for building trust,” he adds. “In the alternative dairy market, clean-label is not an option – it’s a necessity.”
Globally, around half of consumers say they’d pay more for clean-label products. And as plant-based alternatives get knocked for some long ingredient lists, especially in the ultra-processed food context, developing cleaner labels will only become a more attractive proposition.
Armored Fresh to launch clean-label protein shake
The vegan casein will help Armored Fresh create products that are “nutritionally competitive” with dairy. To begin, it is launching a five-ingredient protein shake under the Piilk brand in July.
“We aim to set a new standard, creating products that are cleaner and healthier than traditional dairy protein shakes,” says Yoo. “While dairy-based protein shakes rely on various additives, we are proving that superior nutrition and functionality can be achieved without them. We may not surpass nature itself, but our goal is to maintain maximum nutritional integrity with minimal processing.”
After more than 100 rounds of testing, the product is now being finalised. There were several considerations for the teams at Pureture and Armored Fresh, including the inherent tasting notes of the protein, and choosing the appropriate flavours and sweeteners.
“Natural flavours are widely trusted by consumers but may react unpredictably with protein, making flavour consistency a key challenge,” describes Yoo. “Synthetic flavours effectively balance protein’s inherent taste and ensure uniform flavour quality, but they need to align with clean-label standards and consumer preferences.”
In addition, he and his colleagues are evaluating sugar alternatives like stevia and erythritol in their bid to optimise the taste for the public’s palate. “Our ultimate goal is to deliver the most natural and satisfying taste, ensuring the best balance between functionality and consumer preference,” Yoo says.
“We are at a critical decision point – prioritising taste enhancement or committing to all-natural ingredients,” he adds. While the final ingredient list is still under wraps, it is likely to contain cocoa, a sweetener, flavourings, and the Pureture casein.
The company is in talks with Whole Foods Market and other premium retail stores for the Q3 launch of this shake, dubbed ‘Only 5’. It will be followed by ‘Only 7’ and ‘Only 9’, with each protein shake featuring distinct functionalities and flavours. “Each product is designed for specific performance needs, from balanced nutrition to enhanced recovery and beyond,” he says.
Could barley-based coffee counter caffeine crashes and climate change?
Beyond protein shakes, Yoo recently detailed plans for another product. Describing his struggles with the side effects of caffeine consumption, he explained that Armored Fresh has developed a coffee alternative made from roasted barley.
“Coffee is a part of daily life for millions, but many struggle with side effects from caffeine crashes and jitters to digestive discomfort and poor sleep,” he tells Green Queen. “Barley Brew is our roasted-barley coffee alternative that keeps the bold, roasted flavour of coffee, while eliminating its downsides.”
The team landed on the grain after “countless trials”, finding that it delivered sustained, gentle energy (minus the caffeine crashes) and gut-friendly digestion with low acidity. In addition, it contains natural antioxidants, beta-glucan, and GABA for immunity and focus.
In a blind taste test of a cold brew made from the barley-derived coffee, consumers praised its clean finish, depth, and smoothness. The company is offering a Half-Caf blend as well, combining roasted barley with coffee beans for those who still need a light caffeine lift. More than 80% of taste testers were unable to distinguish it from conventional coffee.
“Barley Brew isn’t just a caffeine-free option – it’s a new, flexible coffee ritual that adapts to different needs, supports gut health, and aligns with sustainable agricultural practices,” says Yoo. Coffee prices have reached record highs as climate change strains the commodity’s supply. Globally, 60% of coffee species are endangered, and the area suitable for cultivating Arabica is shrinking.
It has led to the rise of several beanless coffee startups, including Atomo, Minus Coffee, Northern Wonder, and Prefer. Now, Armored Fresh is joining that list, targeting a Q3 launch in Manhattan. “As barley cultivation requires significantly less water and fewer resources than coffee, it’s better for both people and the planet,” says Yoo.
More products in the pipeline
Last month, Armored Fresh unveiled JustAlt, whose debut product line features protein bars in chocolate, peanut butter, and fruit flavours.
“Most plant-based snacks lack performance, or sacrifice taste and ingredient integrity,” argues Yoo. “JustAlt is our new functional alt-food brand, launching with zero-sugar, high-protein, clean-label protein bars and spreads. These are designed for everyday performance, blending science-based nutrition with delicious flavours.”
The brand will enable “flexitarians, athletes, and busy consumers to make better daily choices without compromising on taste, convenience, or quality” through products designed for workout fuelling, snacking, or meal replacement.
“We are also exploring various plant-based milk and processed dairy alternatives using the emulsification function of our casein, with research on coagulation properties in progress,” Yoo says of further product development plans.
“As for Armored Fresh cheese, we plan to integrate this alternative casein into its formulation, with a target launch next year,” he adds.
“Additionally, we are developing a new research pipeline to use yeast protein peptides to mimic dairy protein peptides, further expanding functionality and applications.”
Armored Fresh, Pureture gear up for fundraising
To kickstart this new era, both Armored Fresh and Pureture are preparing to fundraise. The former closed a $23M Series B round in 2022, and as it continues to scale, it will initiate a Series C round in 2026. This is set to “support explosive growth, expand our zero-dairy and functional alt-food product lines, and accelerate our retail footprint”, says Yoo.
Pureture, meanwhile, secured $1M in SAFE funding led by Forward Deployed VC in 2023, and is now preparing for its Series A in 2025. The startup was previously close to finalising a $12M round, though despite “significant interest”, Yoo abandoned the effort as he couldn’t find the “right kind of investor”.
“I secured the flexibility last year to raise funds freely in the US, which allows us to move faster when the investment environment improves,” he says. “Thanks to this decision, Pureture is now in a much stronger position, and I’m confident the next round will happen under far better conditions.”
The fresh capital will help Yoo’s companies scale up yeast-based casein production, expand R&D efforts for functional proteins and peptides for sports nutrition and medical food applications, strengthen global partnerships, and optimise production efficiency and quality control.
Pureture has secured 50,000 sq ft of land to build a new production facility, and has begun research into functional peptides extracted from dairy proteins, aiming to “advance beyond plant-based alternatives into the future of smarter, more functional nutrition”.
“Through this funding, Pureture aims to set the new standard for alternative casein and functional protein markets,” he says. Scaling up will also help the firms make their products more competitive on price. “Typically, technology-driven zero-dairy products are more expensive, but Pureture’s protein is significantly cheaper than dairy proteins and requires no additives, reducing production costs.”
Yoo adds: “This allows us to maintain clean-label standards while ensuring pricing parity with conventional dairy products. As production scales, we can further reduce consumer prices, positioning Armored Fresh protein shakes as competitively priced within the high-protein alternative dairy category. By delivering superior quality without a price barrier, we aim to set a new standard beyond traditional dairy.”
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