TRENOS.ai

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.

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

If successful, the tech could deliver a self-contained food loop for deep-space missions and simultaneously push an Earth-facing agenda of decoupling protein from land/farming. Does this give a whole new meaning to pee protein?