Plant-based has failed on taste and transparency. That‘s what critics of the category say, according to Dr Staffan Hillberg, who is determined to prove them wrong.
How will he achieve this? With a “completely new” meat alternative that stands up against ultra-processing slander. This alt meat is made from just two ingredients: mycelium and oats.
Millow anticipates demand for alt meat to grow
While shoppers may notice plant-based aisles shrinking in supermarkets, Swedish start-up Millow is doubling down on its “completely new protein”.
Growth in conventional plant-based is indeed cooling, but the start-up sees growth potential in minimally-processed alternatives.
So much so, that Millow has commissioned a large-scale factory in Gothenburg, Sweden. Formerly a Lego production hall, the 2,500m² site will be outfitted this year - with each production line able to deliver up to 500kg of its “beef-like” protein per day.
The factory will also continue to support Millow‘s work in mycelium science with fermentation and food laboratories.
What makes Millow non-UPF?
Millow‘s B2B offering is ‘clean label’, binder-free and made from oats and mycelium (the root part of fungi).
It‘s made using a dry-state fermentation process. “Our platform can swap grain substrates overnight, allowing any region to grow its own advanced protein with minimal resources,” explains Millow scientific founder, professor Mohammad Taherzadeh.
These processes contribute to Millow’s non-UPF status, explains the company’s chair, Dr Staffan Hillberg.
“We begin by preparing oats and adding mycelium spores. Using our own dry bioreactors, we ferment this mixture for less than a day, creating a finished texturised mycelium filé with very few steps involved.
“After fermentation, all that remains is to cut or shape the product as needed.”
Behind Millow‘s B2B commercialisation model
Some big names in alt meat have suffered losses in recent years. Meatless Farm and Beyond Meat are the first to come to mind, both of which are consumer-facing brands.
Millow is taking a different approach by selling B2B. The start-up is working with foodservice companies and food producers who “understand what consumers want”, explains Dr Hillberg. Another benefit is a B2B approach speeds up route-to-market.
So how would consumers know they’re eating Millow? “Our partners include the ‘Made with Millow’ brand in their marketing and on packaging, which helps us build recognition.”
“As we move into international markets, we will adapt our strategy where it makes sense.”
Partners can also add ingredients to the two-ingredient product, and they do. Examples include adding seasonings to create mince, burger, or meatball alternatives. “Any flavourings that are added come from straightforward ingredients, never from artificial sources,” says the Millow chair.
“We always prioritise keeping the product simple, nutritious, and far from being ultra-processed.”
When will Millow expand beyond Sweden into Europe?
Millow aims to continue to grow consumer appetite for its two-ingredient product in Sweden. From there, the start-up is eyeing the Nordic region, with “key European markets” following close behind.
“We’ve already drafted preliminary agreements with major food corporations, paving the way for Millow‘s launch outside the region,” says Dr Hillberg.
The company’s first international rollouts are expected in the third quarter of 2027.
