Bovine colostrum as functional food ingredient?
1-min read
Colostrum has been trending for a while. If you don’t know what I’m talking about, you clearly are not a woman on Instagram.
When I learned that California dairy farmers and founders of leading colostrum brand WonderCow were winners at the Real California Milk Excelerator, I had to ask why would dairy farmers make colostrum anyway?
Listen to my interview with Rob and Erica Diepersloot, founders of WonderCow on this episode of The Future of Agriculture podcast. Thanks to Tim Hammerish for letting me cohost!
TL;DR
Bovine colostrum is the first milk produced by cows after giving birth, and is marketed as a natural way to boost the immune system, improve gut health, and increase athletic performance. Say less.
It comes in powder form as a supplement for human consumption.
Disclaimer: Colostrum is not regulated by the FDA and any claims made by brands or anyone else have not been reviewed or verified by any governing body in the US.
Supplement today --> ingredient tomorrow
The lines have been blurring between functional food and supplements, with people literally putting powders and extracts directly into their foods and beverages at all times of day and night to promote wellness (consider the “drink your greens” trend a la Athletic Greens). WonderCow anticipated this with their new launch, WonderCream coffee creamer.
I predict it won’t be long for colostrum to become the next big functional ingredient in food for immunity and gut health. And the first place it’s probably going to show up is in bars, because obviously.
New bar entrants are already building on the parts of foods that promote particular health outcomes, like Patrick Schwarzenegger’s Mosh Bars for brain health. (Even more niche, lactation bars and menopause bars. I’m not kidding.)
Could colostrum could be the next big thing in CPG? If quality, sustainability, and animal welfare can be messaged to consumers and substantiated, I think so. And so do the Diepersloots.
Listen to their personal story that lead them to colostrum, and read the reviews!
All my best,
Jennifer
News
Oatly launches creamers, and according to Food Dive, “The new creamers allow Oatly to expand to a wider net of consumers looking for options with a clean ingredient deck.”
I don’t know, you tell me.
Corporate venture capital (CVC)-backed funding and deals fell by 46% and 32%, respectively, in 2023. CBInsights
