• Five alternative protein start-ups from around the world will participate in Givaudan's 'Plant Attitude Challenge.'
• The challenge aims to reduce the costs of alt-protein recipes by up to 20% while maintaining a delicious consumer experience.
• Finalists include Eat Typcal (Brazil), Meatless Kingdom (Indonesia), Eternal (U.S.), Juicy Marbles (Slovenia), and BVeg Foods (India).
• The entrants will present their pitches at a live virtual event on April 17th, with public and jury voting.
• The winning start-up will collaborate with Givaudan to develop their idea further.
• The event is open to the public, and participants can vote for their favorite start-up innovation.

Five alternative protein start-ups from around the world will join Givaudan’s ‘Plant Attitude Challenge’ on April 17th and pitch how their solutions can decrease costs on one of their standard recipes by up to 20% while still ensuring a delicious and nutritious consumer experience.

Start-ups taking part in the Challenge will also articulate how they are precisely addressing insights from Givaudan’s recent white paper with UC Berkeley: ‘10 Alternative Protein Pathways: Opportunities for Greater Efficiency.’

Challenge finalists include Eat Typcal (Brazil), Meatless Kingdom (Indonesia), Eternal (U.S.), Juicy Marbles (Slovenia), and BVeg Foods (India). These five companies will present their pitches at a live virtual event on April 17th, with both public and jury voting. The winner will collaborate with Givaudan on their innovation idea.

Flavio Garofalo, Global Director, Culinary & Plant Attitude, Givaudan, said: “We created the Plant Attitude Challenge to inspire companies to translate the 10 pathways from our recent white paper into cost-effective alt-protein innovations that don’t compromise on all the things that delight consumers—including taste, mouthfeel, visual appeal and nutrition. We strongly believe that collaboration and strategic partnerships are key to success in alt-protein, and by teaming up to share knowledge, expertise, and resources, we can innovate and get products to market more quickly.”

The winning start-up will collaborate with Givaudan, which offers a global ecosystem of protein hubs and alt-protein experts, as well as state-of-the-art digital technologies and an integrated portfolio of solutions.

Expert jury members will include Flavio Garofalo, Global Director Culinary & Plant Attitude; Givaudan, Dr. Sudhir Joshi, Professor, University of California Berkeley, Beatriz Jacoste Lozano, Director KM ZERO Food Innovation Hub, Jolene Lum, Head of Business Development, Nurasa

Join the event and download the white paper that inspired the Challenge

The live Plant Attitude Challenge event on April 17th is open to the public, and every participant will have an opportunity to vote for their favourite start-up innovation.

Register here and download the white paper, ‘10 Alternative Protein Pathways: Opportunities for Greater Efficiency’ here.

For further information on the five start-ups, please see Eat Typcal, Meatless Kingdom, Eternal, Juicy Marbles, and BVeg Foods.