Real California Milk Excelerator names semifinalists in product innovation competition
The third annual California Milk Advisory Board and VentureFuel initiative showcases emerging dairy-based functional food, beverage and beauty products for consumer’s changing lifestyles.
The California Milk Advisory Board (CMAB), Tracy, Calif., announced the 12 semifinalists in the Real California Milk Excelerator, the third edition of the CMAB’s dairy product innovation competition in partnership with innovation consultancy VentureFuel. The companies will compete for more than $650,000 in prizes for their emerging dairy products that promote personal performance and recovery benefits.
The 2021 Real California Milk Excelerator taps into the thriving functional foods market — a market that has grown significantly over the past year and is projected to reach over $275 billion globally by 2025, CMAB said. With consumers prioritizing personal health and wellness in response to the pandemic, the competition identified early-stage, high-growth companies with a cow’s milk-based product that plays a critical role in personal performance such as focus, energy, exercise and strength — and/or recovery benefits such as rejuvenation, relaxation, gut health and sleep.