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TRENOS SiGINT: SunRice Put Collagen Into Rice. Where This Goes Next Is More Interesting
Protein is moving from product category to food architecture.
What's significant about SunRice Protein+ isn't simply the collagen, it's where SunRice put it. Instead of another protein shake, bar or specialist food, SunRice has added protein to something consumers already eat every day. The consumer doesn't change behaviour. The staple changes functionality.
JC - Analyst
5 hours ago2 min read
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