The popularity of vegetarian food and new kinds of protein source is increasing, as consumers in Finland and elsewhere seek alternatives to meat. Valio has responded to this growing need by launching an unprecedented innovation. Valio MiFU® friable cooking crumb made from Finnish milk has a high protein content and is the completely new kind of main ingredient for hot meals.
Growing consumer trend
Reducing meat consumption is an international trend evident in the Nordic countries: 22% of Finns and 30% of Swedes expect to eat less meat over the next five years.* At the same time, people want to secure sufficient protein intake: 23% of Nordic consumers expect to eat more protein in the future.*
“Consumers want to reduce their meat consumption while following a balanced diet and eating food that keeps them feeling full. Many people choose flexitarianism, which means not completely giving up meat but largely seeking other protein sources to replace it. Substituting meat should not however be too difficult or time-consuming and with Mifu cooking crumb we’ve delivered a product that responds to yet another everyday consumer need,” says Minna Korkiakangas, Business Manager at Valio.
What is Valio MiFU® cooking crumb?
Made from Finnish milk, Mifu cooking crumb is intended as an ingredient in hot foods and can be used like e.g. minced meat, ham or chicken. Mifu is fresh and cooked, so can be added to food as it is or fried in a pan to give it a crispy, browned finish. The cooking crumbs themselves have a mild taste and get their flavour from sauces that contain Finnish turnip rape oil and herbs and spices. There are three different flavours: Mediterranean tomato, Mexican pepper, and Original.
“Product development for Mifu started in 2009 when we noticed that consumers were increasingly looking for alternatives to meat. Our R&D division focused on developing a juicy texture that endures frying, working also on shelf life and nutritional values. Mifu is made using a unique recipe and patented technology,” says Tuomas Salusjärvi, Executive Vice President responsible for Valio R&D and product groups.
Mifu is a good choice for everyday cooking, as 100 grams of the cooking crumb contains 14 grams of high-quality milk protein, yet only 3 grams of fat of which just 0.2 grams is saturated. The product is also suitable for most special diets, because it is lactose free, gluten free, yeast free, soy free, and egg free.
Mifu® products will be available in shops from the beginning of September, found on the same shelf as tofu and cooking cheeses. The products are manufactured at Valio’s Seinäjoki plant.
Valio MiFU® product range to be extended in the near future
Mifu cooking crumb is the first in a completely new category of milk protein products. In the next few years, there will be new forms of Mifu in the shops, offering new kinds of alternative to meat and chicken.
The Mifu® product range also has international potential.
“The primary export markets are in Europe. In for example Sweden, Great Britain and Germany, flexitarianism and meat alternatives are spreading fast,” says Tuomas Salusjärvi.
Read more about Valio MiFU® cooking crumb: www.valio.fi/mifu
*Ernst & Young 11/2015 / Nordic purchasing behaviour in 2020
Tuomas Salusjärvi, Executive Vice President, Valio Ltd, tel. +358 50 384 0072, firstname.lastname@example.org, Twitter: @SalusjarviT
Minna Korkiakangas, Business Manager, Valio Ltd, tel. +358 50 384 2649, email@example.com, Twitter: @minna_mko