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Protein


TRENOS SiGINT: What To Eat on GLP-1 & Why Avocado Keeps Showing Up
As GLP-1 medications reshape eating patterns, avocado is gaining relevance as a supportive whole food. Clinical data shows improved post-prandial glucose control and satiety, aligning with the physiological effects and nutritional gaps created by appetite-suppressing drugs. These weight-loss drugs have an almost 20% US household penetration.

Scott Mathias
Feb 22 min read


TRENOS SiGINT: Will Harris Farm Become Amazon's Whole Foods Australia?
Amazon’s partnership with Harris Farm Markets mirrors early stages of Amazon’s Whole Foods strategy in the US, using a premium fresh retailer to crack high-frequency grocery behaviour while avoiding a full-scale supermarket war. Harris Farm provides Amazon with instant credibility in produce, meat, bakery, and “ethical food” narratives, while Amazon supplies logistics, data, and Prime-driven reach.

Scott Mathias
Jan 302 min read


TRENOS SiGINT: China’s Premium Food Moment Is Wide Open To Artisanal Products
Insights from In2AsiaExports point to a structural shift in China’s premium food market. Imported artisanal products from Australia and New Zealand are increasingly valued for their safety, provenance and production integrity, but only when brands commit to building proper foundations rather than chasing short-term wins.
In2AsiaExports CEO Iain Langridge notes the most successful brands think in 3–5 year horizons, spending their first 12–18 months focused on regulatory comp

Scott Mathias
Jan 272 min read


TRENOS SiGINT: FoodTech 500 2025 & The Survivors of the Protein Reset
The 2025 FoodTech 500 confirms a structural correction across NextGen food. Downstream food brands reliant on consumer persuasion are contracting, while upstream platforms like fermentation, biotech, and infrastructure, are consolidating power. Next-Gen Food & Drinks fell to ~23.6% of FoodTech 500 finalists. Capital efficiency, not mission messaging, is now the dominant selection pressure.

Scott Mathias
Jan 272 min read


TRENOS SiGINT: MrBeast Takes Cultivated Meat Into Pop Culture
UPSIDE Foods’ lab tour and taste with MrBeast marks a major shift for the cultivated meat sector, moving the category from regulatory milestone headlines into mass-culture relevance. Founded in 2015 by cardiologist Dr Uma Valeti, UPSIDE Foods has been a technical and regulatory frontrunner, becoming the first cultivated meat company to complete FDA pre-market consultation and secure USDA approval in the US.

Scott Mathias
Jan 262 min read


TRENOS SiGINT: Gulfood 2026 - Trend Signals from the World’s Biggest Food Stage
Gulfood 2026 is the first major global food show each year, kicking off the global F&B calendar with a broad spectrum of products, technology, and innovation. Beyond classic food categories (fresh produce, frozen, bakery, beverages), food tech and sustainability are front and centre, propelled by the launch of the Gulfood Startups platform and a full slate of conference sessions exploring alternative proteins, digital transformation, and plant-forward consumer demands.

Scott Mathias
Jan 262 min read


TRENOS SiGINT: Bioreactor Seafood Revolution in Vietnam
As the era of cultivated seafood nears mainstream viability between 2026 and 2028, Vietnam is making sure it gets a slice of the biotech action. Seafood grown in bioreactors , closed, industrial fermentation-style systems, offers a premium, contaminant-free product sidestepping health and environmental risks tied to ocean capture and pond culture. The technology also promises more resilient supply chains by enabling production near urban centres.

Scott Mathias
Jan 232 min read


TRENOS SiGINT: Maia Farms Mycelium Is a Stealth Protein
Canadian Maia Farms is playing to a second-wave mycoprotein strategy which is not consumer-branded, not preachy, and not positioned as a “swap”. Instead, mycelium is being used as an invisible infrastructure ingredient, improving nutrition, texture, and yield inside everyday foods. This aligns with growing consumer resistance to overt “high-protein” and “functional” signalling, especially in mature food categories.

Scott Mathias
Jan 222 min read


TRENOS SiGINT: Emirates Reboots Vegan Catering with Back to Basics Approach
Emirates’ decision to eliminate fake meat from its revamped vegan meals signals a strategic shift toward whole, minimally processed plant foods in airline cuisine. After years of experimenting with plant-based alternatives, the Dubai-based carrier is doubling down on ingredients that are inherently plant-forward, drawing from globally inspired dishes that highlight natural flavours and nutrition.

Scott Mathias
Jan 213 min read


TRENOS SiGINT: MEAT (The Book) Signals the End of the “Meat vs Alt” Narrative
MEAT the book, reframes alternative proteins not as a cultural challenge, but as an industrial upgrade. Author Bruce Friedrich’s (Founder of the Good Food Institute) core argument is disarmingly practical in that, if meat demand is structurally unstoppable, then the only rational response is to redesign how meat is made. The book situates plant-based and cultivated meat inside familiar innovation cycles, early cost barriers, scepticism, rapid iteration, then scale, drawing

Scott Mathias
Jan 193 min read


TRENOS SiGINT: Towzen Sydney & Global Ramen Logic
Towzen opening in Sydney reflects a broader pattern in Japanese food exports that it's category integrity first, localisation second. Unlike Western fast-casual rollouts, Towzen preserves core broth philosophy, soy-milk base, mushroom-forward umami, overnight stocks, while flexing flavour architecture for multicultural markets. The result is credibility, not cosplay.

Scott Mathias
Jan 192 min read


TRENOS SiGINT: Marks & Spencer Underfire as Supermarket Surplus & UK Hardship Collide
A viral social media exposé by UK based, @food_waste_inspector has ignited a new flashpoint in the ongoing tension between food waste and food insecurity in the UK.
Videos show a major UK retailer, Marks & Spencer, discarding perfectly edible, in-date products, a stark visual juxtaposition to the millions relying on charitable food aid. While M&S claims a strategic commitment to reducing waste and increasing edible surplus donation by 2025, grassroots scrutiny suggests gaps

Scott Mathias
Jan 173 min read


TRENOS SiGINT: Beyond Meat Moves from Burger to Can
Beyond Meat has introduced Beyond Immerse, a sparkling plant-protein beverage positioned as a functional alternative to traditional protein shakes. Featuring 10g or 20g protein, 7g fibre, antioxidants and electrolytes, the product reframes Beyond’s core capability, not as meat replacement, but as plant-nutrient delivery. With protein beverages growing 122% since 2020 and plant-based meat facing category fatigue, this signals a strategic move from centre-plate disruption to ev

Scott Mathias
Jan 162 min read


TRENOS SiGINT: Double Protein Bread Re-Engineers the Category
Protein Chef’s Double Protein Bread represents a structural rethink of the high-protein bakery segment. Instead of fortifying standard bread with whey, whether from conventional dairy or precision-fermentation, the brand has developed a plant-based protein architecture embedded directly into the dough system. This avoids the thermal instability, protein denaturation, and texture degradation occurring when whey proteins are exposed to baking temperatures. The result is a pro

Scott Mathias
Jan 122 min read


TRENOS SiGINT : Why the U.S. Is Backing Meat & Dairy and Side-Lining Plant-Based Proteins?
The latest U.S. Dietary Guidelines represent a quiet but decisive move away from the “replacement era” of food policy. While plant-based proteins remain endorsed, they are no longer positioned as nutritionally equivalent to animal-derived proteins in general dietary guidance. Instead, the framework emphasises nutrient density, amino acid completeness, bioavailability of iron, B12, calcium, and long-chain fatty acids, areas where animal products maintain structural advantages

Scott Mathias
Jan 102 min read


TRENOS SiGINT: Why Believer Meats, Meatable (and Meati) Closed - While Redefine Meat Keeps Selling
Believer Meats and Meatable became poster children for the promise of cultivated meat - $330mililion venture cap raised, patents filed, proof-of-concept achieved. Yet both failed to translate scientific promise into market reality because they were locked in the expensive, infrastructure-heavy domain of bioreactors and regulatory uncertainty. The result was inevitable, capital depletion without the commercial offset needed for sustainability.
Now Meati, which leveraged fungal

Scott Mathias
Jan 83 min read


TRENOS SiGINT : The Meat-Plus Era Has Begun as Kiwi Hybrid Protein Evolves
Hybrid protein is rapidly emerging as the most pragmatic response to the global protein dilemma — and New Zealand is now directly inside that transition. Rather than replacing animal agriculture, hybridisation reconfigures it, integrating complementary proteins from algae, yeast, plants, insects, and fermentation into familiar meat formats.

Scott Mathias
Jan 83 min read


TRENOS SiGINT: Juicy Marbles Umami Burger
Juicy Marbles has extended its whole-cut credibility into the burger category with Umami Burger, a high-protein, whole-food-forward patty now live in 225 UK locations via Tesco. The product deliberately targets the middle ground between traditional veggie burgers and ultra-realistic meat analogues, using fermented ingredients and seitan to deliver texture without leaning on heavy flavour masking or aggressive processing.

Scott Mathias
Dec 31, 20252 min read


TRENOS SiGINT: Top 10 FoodTech Companies to Watch in 2026 (NPD-Led Edition)
2026 is shaping up as the year FoodTech stops selling promises and starts selling ingredients, formats, and functionality. The companies below are front-running not because they’re loud, but because they’re already embedded, piloted, or positioned to be.

Scott Mathias
Dec 31, 20253 min read


TRENOS SiGINT: Feeding Fungi Food Waste Is Making Better Animal-Free Protein
Researchers screened 106 fungal strains grown on orange and black carrot side streams from natural colour production, ultimately selecting Pleurotus djamor (pink oyster mushroom) for its protein yield and growth efficiency. By focusing on fungi rather than fruiting bodies, the process dramatically reduced time, space, and resource inputs.

Scott Mathias
Dec 22, 20252 min read
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