Whey Finance

The Urgent Company’s Brave Robot is the primary growth driver for the category in its first year

The first brand launched by the CPG company has sold over a million pints and continues to exceed expectations

LOS ANGELES, September 23, 2021 / PRNewswire / – In its first year of operation, The urgent business, the consumer brand company focused on harnessing the latest innovations and science to create revolutionary and delicious foods with less impact on the planet, led its first brand, Brave robot ice cream, to become the first growth driver for the vegetable ice cream category (Source: IRI Total US Food – L12W, 05/09/2021). The brand has also just taken an important milestone for the company: more than a million pints of Brave Robot have been sold since its launch. These data points underscore what the company has heard from consumers: countless demands for smoother, more sustainable options that respect taste.

Made with Perfect Day’s Animal-Free Milk Protein, Brave Robot offers a creamy ice cream that produces 34% less greenhouse gas emissions than traditional dairy ice cream (0.76 kgC02e2 per pint Brave Robot vs. 1 , 15 kgCO2e per pint of regular dairy ice cream). By reaching the million pint mark, consumers have had an equivalent environmental impact by saving one million kilometers of greenhouse gas emissions, which is the equivalent of circling the earth forty times.

Since its launch last summer, Brave robots Retail distribution has also grown to more than 5,000 stores nationwide.

“We are delighted to see the market growth and the positive response from consumers who are rapidly changing their relationship with the food we consume and the planet we inhabit,” said Jon spear, vice president of marketing at The Urgent Company. “We will continue to bring new options to market at the intersection of technology and food that put the future of our climate first, without compromising on taste.”

For more information visit www.braverobot.co.

The Urgent Company is a new breed of CPG business, with a unique focus on the next generation of consumer brands that harness the latest innovations and science to create revolutionary, delicious and sustainable animal-free foods with less impact on the planet. . The Urgent Company made its market debut with the launch of Brave Robot, a revolutionary non-animal whey protein ice cream from Perfect Day, which uses science and a bit of technology to take animals out of the equation. without sacrificing the indulgent dairy taste and texture. The Urgent Company strives to be different, while making a difference. They exist for the future and believe that if things don’t change now, there will be nothing for tomorrow. Visit theurgentcompany.com to learn more.

Contact: Kaylee richards, Krupa Consulting
[email protected] / 212-226-2922


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SOURCE The Urgent Company