Valio MiFu® – Creating a New Type of Food from Milk Protein

Milk protein casein is meat-free vegetarian protein. Valio created a whole new type of food based on it – Valio Mifu® – that you can use as a meat substitute.

Valio developed an exciting, convenient and tasty addition to any menu, Valio MiFU®, using our long-established milk know-how and some cutting-edge innovation. The result is meat-free protein, for carefree cooking and healthy, good nutrition. Valio MiFU® is interesting for health reasons, in an attempt to reduce meat consumption, and to have more variety in everyday meals or to fit smoothly into busy kitchens with minimal preparation.

Consumers want alternatives to meat

“In Scandinavia alone, 24% of people say they will eat less meat in the future*,” explains Minna Korkiakangas, Business Manager for Valio MiFU®.

The trend towards vegetarian food and new kinds of protein sources continues across Europe as well, where especially in Germany, Sweden and the UK people are trying to eat less meat in their diets and look for convenient meat substitutes.

Flexitarianism – which means not completely giving up meat but largely seeking vegetarian protein sources to replace it – also interests families.

“Families with children are especially interested in our new Valio MiFU® strips product,” says Minna Korkiakangas. “It’s about convenience, and a desire to offer all, especially children a good, healthy, high quality product.”

24% of people say they will eat less meat in the future

Protein-rich product packed with vitamins

Valio MiFU® strips are a good protein source with 24g of protein per 100g. Valio MiFU® strips are free from lactose, soy, egg and gluten, meaning that they’re suitable for a wide range of dietary requirements.

The new product is made from 100% Valio Finnish milk in Finland, and so the quality and high-quality protein content is guaranteed. It’s also packed full of healthy vitamins like B12, calcium and zinc.

In addition to the original Valio MiFU® strips – which look, taste and have a mouth-feel similar to chicken – Valio will also introduce some flavoured Mifu products, making dinner time even more tasty and convenient.

“Innovations succeed only when consumers love the product,” says Minna Korkiakangas, and early taste tests in busy family kitchens indeed show how much they enjoy the flavour, health and convenience of Mifu products at meals.

 

* Source: 2015 Ernst & Young / Purchasing Behaviour in 2020

Product development takes devotion

The journey to developing a new product at Valio always starts with understanding customer preferences.

Customer insight is transformed into development work with the aim of building new concepts and growing the target categories.
Product development work demands deep concept know-how, determination, devotion – and seamless team work.

“Great achievements can happen when people work together and cooperate, bringing their individual team know-how together with a common goal,” says Business Manager for Valio Mifu® Minna Korkiakangas.

Launching a product demands seamless teamwork

Launching a product takes several teams – and generally up to 40 people – starting from development and technological experts and ending at consumer marketing and logistics experts.

And when it all comes together, the project is complete and ready to launch.
“We’re very proud that we have offered consumers what they want and our customers have good business possibilities,” Minna Korkiakangas concludes.

Read about launching Valio Gefilus® in the UK