Case Study: Market Entry Strategy for a Highly Soluble Plant-Based Protein

Objectives

The client, a company developing a novel, highly soluble plant-based protein derived from egg ovalbumin, sought to identify high-potential applications for their ingredient across several functional food and beverage sectors. Our primary objective was to design a go-to-market strategy that would:

  • Map viable product categories and SKUs across four target sectors: sports nutrition, premium beverage, plant-based dairy, and clinical nutrition.

  • Evaluate and prioritize these categories using a rigorous scoring model based on economic, technical, and market-based criteria.

  • Benchmark competitive products and ingredient inclusion trends to validate category relevance.

  • Identify and initiate contact with potential customers for sample distribution and commercial discussions.

Deliverables

To support the client’s strategic growth into new product categories, we delivered a comprehensive market analysis and execution plan that included:

  1. Category Mapping & SKU Targeting
    We began by identifying all relevant product categories within the four target sectors. These included:

    • Sports Nutrition: protein shakes, protein waters, energy gels, smoothies

    • Premium Beverage: high-pressure processed (HPP) beverages, wellness shots, energy shots

    • Plant-Based Dairy: cheese alternatives, non-dairy ice cream, plant-based yogurts

    • Clinical Nutrition: medical nutrition drinks, meal replacements

  2. Category Prioritization Framework
    From the initial broad set of opportunities, we narrowed down to 14 priority sub-categories using a multi-criteria decision matrix that assessed:

    • Economic Viability: based on cost structure and margin potential

    • Technical Feasibility: compatibility with processing methods and formulation needs

    • Market Opportunity: scale and growth potential based on inclusion rates

    • Category Attribute Expectations:

      • High Water Solubility: critical for clear beverages and emulsions

      • Allergenicity Considerations: given its derivation from egg

  3. Competitive Benchmarking
    We benchmarked existing products and ingredients in each category to:

    • Understand functional expectations (e.g., texture, flavor, solubility)

    • Identify potential white spaces for egg-derived protein

    • Position our client’s ingredient based on value-added attributes

  4. Customer Identification and Outreach
    Leveraging the category shortlist, we curated a target list of relevant brands and co-manufacturers. Outreach was tailored per category to:

    • Introduce the novel protein

    • Highlight technical and nutritional benefits

    • Offer samples for initial prototyping and evaluation

Results

Our strategic process and hands-on outreach led to meaningful commercial traction for the client:

  • 14 categories identified and prioritized for immediate focus

  • 40+ qualified companies engaged across sports nutrition, premium beverage, plant-based dairy, and clinical nutrition

  • 10+ interviews with potential customers conducted

  • Early feedback from these potential partners highlighted the protein's exceptional solubility, neutral taste, and its positioning as a non-dairy, allergen-sensitive alternative—making it a strong fit for clean-label, functional products

This work laid a foundation for the client’s next phase of market entry and commercial growth, with a validated roadmap of where and how to sell their differentiated protein innovation.

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