Finnish plant-based food company Gold & Green joins the ranks of businesses offering alt-meat in Australia with the launch of Pulled Oats, an oat-based plant protein.
As consumers become more aware of their food sources, the market for plant-based protein is rapidly increasing. In the past year alone, Australia’s plant-based meat sector retail sales increased by 46 per cent.
“Many are looking for non-soy-based alternatives, with high protein content and preferably without any weird ingredients they cannot pronounce,” said Annette Kauppinen, CMO, Gold & Green
“Pulled Oats is a great answer to this as it contains only simple and familiar ingredients and offers great nutritional value and a good source of protein including a balanced amino acid composition.”
Launching in Woolworths this month, the new plant-based protein is made from six simple ingredients: Nordic oats, faba (broad) bean, pea protein, water, oil, and spices. According to the company, the product is high in protein, can absorb flavour well and is versatile enough to be used as a meat alternative in favourite dishes without compromising taste.
Founder and CIO of Gold & Green, Maija Itkonen, says she saw an opportunity to be part of the solution in the global environmental crisis after seeing the “untapped potential” of Nordic oats, one of the world’s most ecological crops. Afterwards, she teamed up with an oat scientist to develop a process that combines faba bean and yellow pea protein to create a highly nutritious plant-based protein with a simple ingredient list.
Maija explains, “From the very beginning, our passion has been to change eating habits for healthier people and planet – with delicious new plant-based food.” she said
“We wanted to create a protein that does not mimic anything but is a true plant-based alternative that stands on its own. It can be used like chicken, pork or beef, and we do have even some fish recipes, which are amazing.”
Gold & Green Pulled Oats are available at Woolworths in two flavours, Nude and Tomato, for RRP $8.50 per 240g pack.