The Urgent Co. launches ‘animal-free’ Brave Robot frozen dessert
The offering uses a whey protein created by Perfect Day.
The Urgent Co., Los Angeles, launched Brave Robot frozen desserts — a new product line that uses “animal-free” whey protein. The Urgent Co. said it harnesses the latest innovations and food science to create exceptional-tasting, animal-free foods with less impact on the planet. Made without the use of a single cow, Brave Robot is a new kind of animal-free “dairy” frozen dessert and is part of a new category that will change the future of food.
"Brave Robot is truly the best of both worlds, without sacrificing the ice cream experience or the environment. We are excited to bring animal-free dairy to consumers, creating a new ice cream category at retail that we can run with," said Paul Kollesoff, co-founder and general manager of The Urgent Co..
According to the company, Brave Robot is a next-generation approach to making frozen desserts that everyone can enjoy. Instead of using dairy alternatives such as nuts or pea protein to mimic texture, Brave Robot uses Perfect Day's non-animal whey protein, identical to the whey protein found in cow's milk. This “dairy” protein, combined with chef-created inclusions, results in a frozen dessert that delivers on the taste and mouthfeel of dairy but is lactose-free, cholesterol-free and vegan.
The Urgent Co. said Brave Robot is available now for $5.99 a pint online and in select retail stores, including Albertsons Southwest, Mollie Stone's and more. It comes in eight flavors — Vanilla, A Lot of Chocolate, PB 'N Fudge, Buttery Pecan, Hazelnut Chocolate Chunk, Vanilla 'N Cookies, Raspberry White Truffle and Blueberry Pie — with additional flavors currently in development.
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