Australia’s national science agency CSIRO has turned red meat into a highly nutritious powder, set to invigorate snacks and beverages with an allergen-free protein boost, targeting a $3.8 billion health and wellness market opportunity.
At Beef 2024 in Rockhampton this week, CSIRO unveiled its Just Meat protein powder, inviting taste tests to showcase its versatility and nutritional benefits.
Unlike conventional protein powders, Just Meat boasts its nutritional profile, making it appealing to a broad audience and suitable for various products, from protein balls and shakes to energy drinks, the agency said in a news release.
The potential impact of this innovation extends beyond consumer preferences; it could significantly contribute to the growth of Australia’s $75.4 billion red meat industry.
Dr Aarti Tobin, CSIRO’s animal protein lead for the Future Protein Mission, emphasised the versatility of the powder, which can be used as-is or as an ingredient in a wide range of products.
Dr Tobin highlighted the inherent advantages of meat-based protein, noting its natural composition of essential amino acids, along with high iron, zinc, and magnesium content.
“It’s mild in flavour and highly soluble so we’ve easily added it to snacks like sweet protein balls in our product development kitchen, with promising results to take to product trials,” Dr Tobin noted.
In addition to addressing consumer demand, the protein powder supports food security initiatives by delivering meat’s nutritional benefits to remote areas or during disaster relief efforts.
Meat & Livestock Australia (MLA), an investor and collaborator in the project, recognises the global potential of this innovative product.
Michael Lee, MLA’s group manager of Science and Innovation, underscored the growing demand for convenient and nutritious food options worldwide.
He emphasised the role of meat protein powder in meeting this demand by offering a shelf-stable, easily transportable, and versatile protein source.
“By converting meat into essentially a food ingredient this also creates another revenue stream for the industry beyond our traditional meat trading options,” Lee remarked.
With commercialisation in mind, CSIRO said it intends to collaborate with industry partners and investors to bring the protein powder to market.
Interested parties can explore this opportunity at Beef 2024 or join CSIRO’s upcoming Protein Futures 2024 event in Sydney on 28 to 29 May to learn more about Just Meat and other commercial prospects.
