CASE STUDY
Partnering with Novel Protein Company to Unlock and Commercialize a Breakthrough Ingredient
Objectives:
The client approached us with a bold ambition: to bring to market a revolutionary, sustainable protein ingredient derived from air and renewable energy. Their goals required a two-phase partnership — first to validate market opportunities, and then to develop a go-to-market strategy that would attract commercial partners and scale adoption.
Deliverables
Our work was divided into two core phases, each delivering essential strategic value:
Phase 1: Market Opportunity Mapping
We conducted an in-depth analysis to assess the ingredient’s commercial potential across multiple applications and routes to market. This included:
Product & Channel Mapping: Identifying high-value categories and sales channels based on consumer trends and innovation gaps
Economic Assessment: Analyzing unit economics, including cost structure, pricing benchmarks, and scalable volume potential
Prioritization Framework: Validating and ranking the most promising segments based on technical fit and business viability
This phase gave the clients clarity on where their innovation could win, providing a data-driven foundation to guide production and commercial decisions.
Phase 2: Commercialization & Partner Strategy
With a validated opportunity map and scaled production in place, the client re-engaged us to craft a go-to-market plan. We collaborated to:
Define Commercialization Pathways: Outlining strategic options for launch and scale in priority markets
Identify Strategic Partners: Sourcing and evaluating potential brand partners and co-manufacturers
Develop Messaging and Positioning: Tailoring value propositions for target customers based on sustainability, functionality, and performance
Results
This two-phase engagement empowered the client with the strategic clarity and commercial toolkit needed to confidently launch their breakthrough ingredient:
A targeted market blueprint to guide product and sales strategy
A shortlist of validated commercial partners for future collaboration
A customized set of value propositions that clearly communicated their product’s unique benefits to different customer groups
The result: faster market traction, streamlined partner conversations, and stronger commercial positioning in a highly competitive and emerging category.
