The company recently unveiled its first product - Brave Robot ice cream, which, like all of its brands, will be manufactured, packaged and sold in a more environmentally friendly way. “Not only are we championing consumer activism with this science-forward, better-for-the-planet product,” he continued, “but we’re making sure it’s at a price point that that’s accessible for all.Perfect Day, an alternative dairy protein manufacturer, has joined forces with a longtime product developer in the dairy industry to create a new sustainably focused food brand called the Urgent Company.
“Accessibility was a key component of our plan for this ice cream - we want to democratize new dairy,” Kollesoff said.
Initially, the ice cream was only available at retailers in California, but the Urgent Company has announced that Brave Robot will be available at 5,000 locations across the U.S. Brave Robot offers eight flavors of ice cream made from lab-grown vegan milk. The Urgent Company’s focus is on developing and marketing sustainable food products, and its first brand is Brave Robot, a line of eight ice cream flavors made from lab-grown vegan milk containing Perfect Day’s whey protein. Three months later, Perfect Day co-founded The Urgent Company with the dairy product developer Paul Kollesoff. In April 2020, the FDA recognized Perfect Day’s animal-free whey protein as safe to eat. It also requires less land, water, and energy to produce than whey protein from cows, and the company predicts it would also cost 40% less if produced at scale. Aside from being vegan, Perfect Day’s powder is lactose-free, hormone-free, and antibiotic-free.
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