Dutch-Belgian food tech startup Those Vegan Cowboys is taking bold steps to commercialise its precision-fermented casein, aiming to disrupt the dairy industry with a sustainable, animal-free alternative. The company is currently raising €15 million to accelerate production and regulatory approval, with its sights set on entering the US market by the end of the year. A newly announced partnership with German dairy giant Hochland marks a significant step toward scaling its casein for various cheese applications.
US Market Entry and Regulatory Hurdles
Those Vegan Cowboys is prioritising US market entry, planning to secure Generally Recognized as Safe (GRAS) status by the end of 2025. CEO Hille van der Kaa cites the expectation of faster regulatory approval as the key reason behind the decision, despite potential challenges posed by the new US administration, particularly if Robert F. Kennedy Jr. is appointed health secretary. Nevertheless, the company remains confident, pointing to growing consumer demand and the precedent set by US-approved precision-fermented caseins from competitors like New Culture and Fermify.
Precision-Fermented Casein: A Game Changer for Cheese
Casein, which accounts for 80% of milk protein content, is essential for the texture, meltability, and mouthfeel of cheese. Those Vegan Cowboys has spent years developing a bioidentical, animal-free version of this protein through microbial fermentation. Last year, the company reported that its casein could outperform conventional dairy casein in terms of stretch and melt, allowing cheesemakers to use less protein while achieving the same functionality—potentially lowering production costs.
The startup’s partnership with Hochland, one of Germany’s largest dairy companies, signals growing industry interest in alternative caseins. Hochland CFO Hubert Staub acknowledges that while dairy remains its core business, demand for sustainable alternatives is rising. By testing Those Vegan Cowboys’ casein across a variety of cheeses—including hybrid products that blend dairy and plant-based ingredients—Hochland is positioning itself for the future of cheese production.
Beyond Cheese: Exploring New Applications
While cheese remains the primary focus, Those Vegan Cowboys sees potential beyond dairy. The functional properties of casein make it a desirable ingredient for industries such as confectionery and sports nutrition. With its ability to emulsify and improve texture, animal-free casein could be used in protein bars, shakes, and even chocolate production, offering a more sustainable alternative to traditional dairy-derived ingredients.
The precision-fermented casein market is heating up, with players like Change Foods, Zero Cow Factory, and Standing Ovation also vying for a slice of the estimated $2.7 billion global casein industry. Those Vegan Cowboys differentiates itself by leveraging its founders’ experience—having previously built The Vegetarian Butcher—alongside an aggressive regulatory and commercialisation strategy.
Sustainability and Market Impact
The environmental case for precision-fermented casein is compelling. According to Those Vegan Cowboys, its microbial fermentation process requires just one-fifth of the land and water used in conventional dairy production, while reducing carbon emissions by 80% and eliminating methane output entirely. Additionally, replacing animal fats with plant-based alternatives could lead to lower cholesterol, no lactose, and reduced saturated fats in cheese and other dairy products.
The startup is already preparing regulatory filings in Asia and expects to enter the European market within three to four years. Initial sales will focus on the food service industry, partnering with restaurants and hotels to introduce animal-free cheese to consumers.
The Future of Casein
As consumer demand for sustainable and ethical dairy alternatives continues to grow, precision-fermented casein could play a crucial role in shaping the future of food. Those Vegan Cowboys’ work with Hochland, its aggressive fundraising efforts, and its expansion into global markets position it as a key player in this rapidly evolving industry. The next few years will determine whether microbial casein can achieve price parity with traditional dairy proteins—and how quickly it can scale to meet the needs of both businesses and consumers.