Brave Robot

Provoking the market with a paradox.

Accelerating adoption of new technologies can be difficult, especially in food. Perfect Day was wanting to showcase the viability of their precision fermentation protein but didn’t know where to start.

I joined the team as the first internal resource focused on building a consumer facing proposition. Leaning into the paradox that is animal-free, animal protein, we focused on the wonder and excitement of the tech, targeting early food tech adopters. With no animal-based ingredients in the product, but a milk allergen declared on the label due to the molecularly identical protein in the product, we eschewed obvious ideas around masking the technology and leaned into the idea that technology can make a positive impact, if the intention is pure.

Conceived and launched within 4 months, Brave Robot became the number one growth driver in the alternative ice cream category (pints), with fastest ACV growth in market — selling 1 million pints in its first year.