Protein Startups Thrive as Investors Shift Focus from Alt-Meat
While lab-grown meat loses traction, protein startups continue to attract major funding.
Investors Still Backing Protein Startups
Despite a drop in investor interest in lab-grown meat, protein startups are still attracting large investments. Companies are raising millions to offer high-protein foods and ingredients — from chickpeas with boosted nutrition to animal-free egg whites and dairy proteins.
A recent analysis shows 28 protein startups have raised over $2 billion combined. These startups are meeting growing demand for healthier, more sustainable protein options.
Why Protein Remains a Hot Market
High-protein diets have remained popular for decades, from Atkins to keto. Fitness trends, diet culture, and rising health awareness continue to drive demand. But many traditional protein sources — especially beef and seafood — raise ethical and environmental concerns.
This opens the door for protein startups to innovate with better alternatives that are scalable, ethical, and tasty.
New Approaches Beyond Plant-Based Meat
Many new protein startups are shifting away from trying to mimic meat. Instead, they focus on high-protein ingredients in forms consumers already enjoy.
- NuCicer, based in Davis, California, is developing chickpeas with 75% more protein.
- Khloud, a popcorn brand launched by Khloé Kardashian, offers protein-enhanced snacks with about twice the protein of regular popcorn.
High-Protein Snacks and Ingredients in Demand
Startups are finding ways to pack more protein into familiar products:
- David, a New York-based energy bar company, leads the space with bars that offer 28 grams of protein in just 150 calories. Their dessert-inspired flavors sell for around $40 per dozen.
- In India, The Whole Truth raised $15 million to expand its whey protein snack bars.
- Brazil’s Mais Mu also secured funding to grow its line of protein drinks and bars.
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Innovations in Protein Ingredients
Beyond snacks, several protein startups are developing next-generation ingredients:
- Perfect Day, based in Berkeley, California, has raised over $800 million to produce animal-free dairy protein.
- Plantible Foods is commercializing protein from Lemna, an aquatic plant, with investment support from Chipotle.
- Onego Bio, a fermentation-based egg protein maker, has raised more than $70 million.
These companies are helping build a more diverse and sustainable protein supply chain.
Meeting Global Protein Needs
Protein startups are solving two major problems:
- Undernutrition – Many parts of the world still lack access to affordable, high-quality protein.
- Rising fitness and diet demands – Health-conscious consumers want more protein to support muscle growth, weight loss, and energy.
Some individuals now aim to consume double the recommended daily intake — up to 2 grams of protein per kilogram of body weight.
While larger food companies are scaling up whey and dairy protein, startups are playing a key role in driving innovation and offering smarter alternatives.