Strauss Group will launch cow-free milk and cheese using Imagindairy’s whey protein in Israel, which is made from microbes via precision fermentation.
Israeli food giant Strauss Group has unveiled a new range of dairy products that replaces cows with microbes.
The new CowFree range leverages local food tech startup Imagindairy’s recombinant whey protein, which is produced via a precision fermentation process.
Strauss Group, whose incubator The Kitchen FoodTech Hub launched Imagindairy back in 2020, will debut a cream cheese SKU under its Symphony brand and a milk under the Yotvata label, both using the animal-free whey.
In the coming weeks, they will become the first precision-fermented dairy products to make their way into Israel’s supermarkets, and mark the commercial launch of Imagindairy’s protein too, 10 months after it received regulatory approval from the Ministry of Health.
“CowFree products are set to transform the dairy consumption experience and redefine the category,” said Barak Weinstein, head of Strauss Neo. “This product line, created with unique technology, represents a turning point in the food industry. It is a category that bridges technological innovation and culinary excellence.”
How Imagindairy makes animal-free whey protein
Precision fermentation involves inserting specific DNA into microbes to instruct them to produce desired molecules when fermented. Imagindairy uses this tech to make beta-lactoglobulin, the main whey protein found in bovine milk (accounting for 65% of the total whey content).
Beta-lactoglobulin is said to be nutritionally superior to most proteins, with gelling, foaming and emulsification properties that enhance the texture of a range of food and beverage products.
In addition, beta-lactoglobulin contains a larger concentration of essential and branched-chain amino acids than other whey proteins (such as leucine, which is key for muscle synthesis). Plus, it’s tasteless, stable across a wide pH range, and tolerant to heat.
According to the company, Imagindairy’s whey protein is identical in taste, texture and nutritional value to its cow-derived counterpart, and is free from cholesterol, lactose and hormones. To make it, the startup genetically engineers Aspergillus oryzae, a fungi strain more commonly known as koji mould and used in products like miso, shoyu and mirin.
It employs an AI-led microflora-based production method, which feeds microorganisms that are 20 times more efficient than cows at converting feed into proteins. The process is based on over 15 years of research, and leverages computational and molecular biology technologies to make it cost-effective.
Imagindairy operates an industrial-scale facility with a 100,000-litre fermentation capacity, which has allowed it to produce prototypes at the same price as conventional dairy, or even cheaper. Rehovot-based Remilk also has regulatory approval for precision-fermented beta-lactoglobulin in Israel.
On a regulatory front, the industry is most advanced in the US, with a host of startups cleared to sell this animal-free whey protein. This includes both Imagindairy and Remilk, as well as Perfect Day, Vivici, 21st.Bio, and Verley.
Strauss Group to launch more cow-free dairy products
The animal-free milk and cream cheese contain all essential amino acids and are rich in calcium. While they’re lactose-free, they are not suitable for people with milk allergies, as the microbial protein is structurally identical to dairy.
“The new products provide fresh solutions for a wide range of consumers whose needs have only been partially addressed until now. Yotvata and Symphony CowFree bring consumers great taste and high-quality protein, and open new possibilities for those who separate meat and dairy, as well as for vegans,” said Weinstein.
Strauss Group said the launch reflects its ‘Nourishing a Better Tomorrow’ philosophy by expanding access to food tech innovations to consumers. It teased additional products from its CowFree portfolio after the initial launch.
“The launch of CowFree marks another stage in the evolution of our dairy operations, as part of our vision to listen to our consumers and provide them with a wide variety of choices for every need and every occasion,” said Ariella Schiffenbauer Weiss, general manager of Strauss Dairies.
“The announcement we are making today to the Israeli consumer is part of a series of innovative initiatives led by Strauss as part of our strategy execution,” said Strauss Group CEO Shai Babad. “We will continue to advance the food industry in Israel through innovation, excellence, and social responsibility.”
In a statement on social media, Imagindairy said: “This moment is especially meaningful to us as it comes after overcoming many obstacles along the way, proving that determination and belief can turn vision into reality.
“It’s a historic first step in bringing animal-free dairy to consumers, a proof that precision fermentation can deliver the taste, texture, and joy of dairy, without the cow.”
Imagindairy has raised $30M to date, with Strauss Group one of its key investors. Last year, it told Green Queen that it was closing in on another funding round. “The capital will be used to support our commercialisation activities,” revealed co-founder and CEO Eyal Afergan.
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