Critics argue that the plant-based sector has faltered in both taste and transparency. However, Dr. Staffan Hillberg is determined to challenge this perception.
So, how does he plan to do this? With an entirely “new” meat alternative that counters claims about ultra-processed products. This innovative alternative meat consists of only two components: mycelium and oats.
Millow Projects Rising Alt Meat Demand
While consumer interest in plant-based options may be declining in supermarkets, Swedish start-up Millow is intensifying its focus on its “completely new protein”.
Though growth in conventional plant-based products is indeed slowing, Millow sees significant potential in minimally processed alternatives.
To capitalize on this, Millow has commissioned a large-scale factory in Gothenburg, Sweden. Previously a Lego production facility, this 2,500m² site will be equipped this year, with each production line capable of producing up to 500kg of its “beef-like” protein daily.
Additionally, the factory will support Millow’s ongoing research in mycelium science through its fermentation and food laboratories.
Defining Millow as Non-UPF
Millow’s B2B offerings are characterized as ‘clean label’, binder-free, and derived from oats and mycelium (the root of fungi).
Utilizing a dry-state fermentation process, Millow ensures a sustainable model. “Our platform can swap grain substrates overnight, allowing any region to cultivate its advanced protein using minimal resources,” explains Millow’s scientific founder, Professor Mohammad Taherzadeh.
These methodologies contribute to Millow’s non-UPF classification, as described by the company’s chair, Dr. Staffan Hillberg.
“We start by preparing oats and incorporating mycelium spores. Using our proprietary dry bioreactors, we ferment this blend for less than a day, resulting in a finished texturized mycelium filé with minimal processing involved.
“Once fermentation concludes, the only remaining task is to cut or shape the product as necessary.”
Millow’s B2B Commercialization Strategy
Several leading names in alternative meat have faced losses recently, with Meatless Farm and Beyond Meat among the most notable consumer-facing brands.
In contrast, Millow adopts a B2B strategy. The start-up collaborates with foodservice companies and producers who comprehend consumer desires, Dr. Hillberg notes. This B2B model also accelerates the route-to-market.
How will consumers recognize Millow’s products? “Our partners include the ‘Made with Millow’ branding in their marketing and packaging, which helps us build recognition.”
“As we expand into international markets, we will adapt our strategy where appropriate.”
Partners are also empowered to enhance the basic two-ingredient product. For instance, they can incorporate seasonings to create alternatives like mince, burgers, or meatballs. “Any flavors added originate from straightforward ingredients, never artificial sources,” emphasizes the Millow chair.
“We consistently prioritize keeping the product simple, nutritious, and far from being ultra-processed.”
Millow’s European Expansion Plans
Millow aims to cultivate consumer interest for its two-ingredient product in Sweden. Following this, the start-up has plans for the Nordic region, with “key European markets” not far behind.
“We’ve already established preliminary agreements with major food corporations, paving the way for Millow’s launch beyond the region,” shares Dr. Hillberg.
The company’s first international launches are projected for the third quarter of 2027.