In response, Plasma Nutrition has announced the launch of ioPea Protein, which it claims is the first pea protein nutritionally comparable to whey protein.

According to Plasma Nutrition, choosing the best protein powder has always been an exercise in compromise for consumers. Animal-based proteins provide the highest quality nutrition but their production can be harmful to the environment, the company claims: dairy production alone is still responsible for 3% of greenhouse gas emissions, more than all airplanes combined. Dairy proteins have also struggled to gain adoption in markets like Asia wher nearly 90% of the population is lactose intolerant, Plasma Nutrition adds. Plant-based proteins like pea are much more sustainable, the company says, but their inferior nutrition and negative taste profile has limited their mass consumer appeal.

In response, Plasma Nutrition has announced the launch of ioPea Protein, which it claims is the first pea protein nutritionally comparable to whey protein.

Developed using the same natural process behind ioWhey Protein, ioPea protein is said to be nearly 3x as bioavailable as a standard pea protein and comparable to the bioavailability of whey protein. For the first time, Plasma Nutrition says, brands will be able to bring their customers a truly compelling plant protein without sacrificing taste or performance.

Co-founder Chris Flynn-Rozanski said: “We’ve always worked with two key principles in mind. First, food as medicine – the notion that food is the foundational component to human health. And second, food must be more sustainable. ioPea Protein delivers on both of these core values and will transform how brands and consumers think about their protein options.”

Co-founder Stephen Motosko said. “From day one, we’ve developed this technology as a platform for nutrition innovation, not just as a single product. Our focus on building a clean, natural solution to enhance nutrition was designed to transform the way consumers engage with their food, and the debut of ioPea Protein is a major milestone towards that goal.”