Valio MiFu® – Creating a New Type of Food from Milk Protein
Valio developed an exciting, convenient and tasty addition to any menu, Valio MiFU®, using our long-established milk know-how and some cutting-edge innovation. The result is meat-free protein, for carefree cooking and healthy, good nutrition.
Valio MiFU® is interesting for health reasons, in an attempt to reduce meat consumption, and to have more variety in everyday meals or to fit smoothly into busy kitchens with minimal preparation.
Consumers want alternatives to meat
“In Scandinavia alone, 24% of people say they will eat less meat in the future*,” explains Minna Korkiakangas, Business Manager for Valio MiFU®.
The trend towards vegetarian food and new kinds of protein sources continues across Europe as well, where especially in Germany, Sweden and the UK people are trying to eat less meat in their diets and look for convenient meat substitutes.
Flexitarianism – which means not completely giving up meat but largely seeking vegetarian protein sources to replace it – also interests families.
“Families with children are especially interested in our new Valio MiFU® strips product,” says Minna Korkiakangas. “It’s about convenience, and a desire to offer all, especially children a good, healthy, high quality product.”
“24% of people say they will eat less meat in the future”
Product development takes devotion
The journey to developing a new product at Valio always starts with understanding customer preferences.
Customer insight is transformed into development work with the aim of building new concepts and growing the target categories. Product development work demands deep concept know-how, determination, devotion – and seamless team work.
“Great achievements can happen when people work together and cooperate, bringing their individual team know-how together with a common goal,” says Business Manager for Valio Mifu® Minna Korkiakangas.
Launching a product demands seamless teamwork
Launching a product takes several teams – and generally up to 40 people – starting from development and technological experts and ending at consumer marketing and logistics experts.
And when it all comes together, the project is complete and ready to launch. “We’re very proud that we have offered consumers what they want and our customers have good business possibilities,” Minna Korkiakangas concludes.
