In response to the rising price and short supply of traditional protein, a Swedish firm has launched an oat-based protein product called Proatein.
Biovelop International has produced the new product in Sweden using locally sourced, non-genetically modified (GM) oats and says it is the first oat protein of its kind.
Supplied as a powder, Proatein is rich in the essential amino acids leucine and lysine and can fortify breakfast cereals, nutritional bars, bread, baked goods, meal replacement shakes, meat products, pasta, snacks, sports nutrition products, and supplements.
David Peters, director of sales & marketing for Biovelop International, said: "Consumer demand for protein-enhanced products is stronger than ever, yet traditional sources of protein are suffering from the dual threats of significantly increased prices and unreliable supply.
"Proatein is a sustainable, non-dairy, non-animal source of protein, it benefits from the very positive perception that oats already enjoy, with consumers."