Vivici launches new Vivitein BLG in US marketplace

Vivici, a Dutch ingredients startup, announced in a recent press release¹ that the company is launching a new ingredient called Vivitein BLG, which is a New Standard of Protein.

The new ingredient has self-affirmed Generally Recognized as Safe (GRAS) status² in the US. Vivitein BLG is a dairy protein (beta-lactoglobulin) and is made with a precision fermentation process. No animals are involved in the making of the ingredient, according to the press release. Through this status, it allows for a variety of food and beverage products. For example, clean protein powders, clear water-based protein drinks, and rapid absorption and vegan-friendly protein bars.¹

Vivitein BLG falls into the active nutrition category which according to Global Data is valued at $28.4 billion a year in 2023 in the US.³ This category is anticipated to continue to see growth in future years.

“As the role of protein in an active lifestyle continues to rise, American consumers demand a higher quantity and quality of protein in their diets,” said Stephan van Sint Fiet, CEO of Vivici, in the press release.¹ “Vivitein BLG brings a new standard of protein to the US active nutrition market – one that enables companies to deliver on consumer demand in a way that no other protein has before.”

To make Vivitein BLG, the precision fermentation process includes a combination of traditional fermentation and recent advances seen in biotechnology. This process helps provide an alternative and sustainable solution for the industry. According to the company, Vivitein BLG uses 86% less water and also has a carbon footprint that is “68% lower than conventional methods of producing dairy protein.”^1,4

“Our journey to-date has seen us rigorously demonstrate the game-changing credentials of Vivitein BLG from both a sustainability and commercial perspective,” van Sint Fiet explained.¹ “When we say that Vivitein BLG is a new standard of protein, it’s so much more than marketing.”

Vivici will be at Natural Products Expo West 2025 which is taking place during March 4-7, 2025 in Anaheim. CA. Attendees interested in learning more can visit Vivici at Booth #3894 located in the Anaheim Convention Center.

References

1. Vivici launches new standard of protein in US market https://www.vivici.com/insights/vivici-launches-new-standard-of-protein-in-us-market (accessed Mar 3, 2025).
2. PR Newswire, Vivici achieves self-affirmed GRAS status and launches nature-equivalent whey protein from fermentation less than a year after starting up, February, 19th 2024 https://www.prnewswire.com/news-releases/vivici-achieves-self-affirmed-gras1-status-and-launches-nature-equivalent-whey-protein-from-fermentation-less-than-a-year-after-starting-up- 302064167.html
3. Global Data, Sports and Active Nutrition Market Growth Analysis by Region, Country, Brands, Distribution Channel, Competitive Landscape and Forecast to 2028, 21 November 2024
4. Life Cycle Assessment (ISO 14040-44 guidelines (NEN, 2006)) authored by CE Delft, February 2025