TurtleTree, a pioneering force in precision fermentation, has announced an exciting collaboration with MAD Foods, a Singapore-based company known for its ready-to-drink oat milk coffee beverages. This partnership signals a transformative moment in the beverage industry as MAD Foods integrates TurtleTree’s LF+, a vegan-certified lactoferrin, into its product line. Together, the two companies aim to deliver not just delicious drinks but functional health benefits such as enhanced immunity, improved gut health, and better iron regulation to consumers in Singapore and beyond.
The partnership highlights a shared vision: leveraging innovative food technology to address the growing consumer demand for sustainable and health-promoting products. By combining TurtleTree’s cutting-edge biotechnological advancements with MAD Foods’ expertise in creating convenient and appealing beverages, this collaboration sets the stage for a new era in functional nutrition.
Revolutionizing the Accessibility of Lactoferrin
Lactoferrin is a multifunctional protein renowned for its antiviral, antibacterial, and gut-health-enhancing properties. Traditionally derived from bovine milk, its production is highly resource-intensive. Extracting a single kilogram of purified lactoferrin requires 10,000 liters of milk, a process that has historically led to high costs and limited supply. Consequently, its use has been largely confined to premium products like infant formula and dietary supplements, leaving other markets—such as sports nutrition, adult wellness, and functional beverages—underserved.
TurtleTree has tackled this challenge head-on through precision fermentation, a groundbreaking technology that combines traditional fermentation methods with advanced biotechnology. By engineering microbes to produce bioidentical lactoferrin, TurtleTree has made it possible to scale production sustainably and cost-effectively, eliminating the need for animal-derived sources. With its LF+ product now commercially viable and competitively priced, TurtleTree is reshaping the possibilities for functional food applications.
This partnership with MAD Foods marks a pivotal moment in TurtleTree’s journey. By incorporating LF+ into MAD Foods’ oat milk coffee range, the collaboration brings this high-value protein to a broader audience, enabling everyday consumers to access its numerous health benefits in an accessible and enjoyable format.
“Turtletree is very excited by MAD Foods’ mission and to support their expansion into functional nutrition as well as the accessibility of this high-value protein in Singapore, Australia and beyond,” said Fengru Lin, CEO, TurtleTree. “It’s exhilarating to work with such passionate founders and to have the opportunity to scale this product globally.”
Meeting the Demand for Functional Beverages
Consumer interest in functional foods and beverages has surged in recent years, driven by a growing awareness of the role nutrition plays in physical and mental well-being. Nearly 75% of consumers now actively seek products that promote immune support, gut health, and overall wellness. Functional beverages, in particular, are gaining traction as they fit seamlessly into busy lifestyles, offering an easy and enjoyable way to incorporate health-promoting ingredients into daily routines.
MAD Foods, founded in 2019, has been at the forefront of this movement, offering ready-to-drink oat milk coffee products that prioritize sustainability and health. The company currently supplies over 3,000 retail locations across Singapore and Malaysia, with plans to expand to Australia. Its product range, featuring single, double, and decaf espresso shots blended with oat milk, has gained popularity for its convenience and commitment to better-for-you ingredients.
The introduction of LF+ into MAD Foods’ product line represents a significant evolution. By infusing its beverages with lactoferrin, MAD Foods is tapping into the $45 billion global functional beverage market, meeting consumer demand for drinks that do more than just quench thirst. The enhanced beverages are slated for a Q2 2025 launch in Singapore, pending regulatory approval, and will represent the first precision-fermented lactoferrin product available for purchase in the region.
Navigating Challenges and Opportunities
While the collaboration between TurtleTree and MAD Foods is undoubtedly promising, it also underscores the complexities of scaling new food technologies. Precision fermentation, though revolutionary, is still an emerging field with unique challenges in production, regulation, and consumer education. TurtleTree’s journey to achieve Self-GRAS (Generally Recognized as Safe) status in the U.S. in November 2023 was a critical milestone, allowing the company to commercialize its LF+ product. However, regulatory processes in other regions, including Singapore, remain ongoing.
Despite these hurdles, the opportunities are immense. Functional beverages represent a rapidly growing market, particularly in the Asia-Pacific region, which accounts for 40% of global demand. In Singapore alone, the sector is projected to be worth $271 million by 2027. With the integration of LF+, MAD Foods is well-positioned to capitalize on this growth, offering a product that aligns with the increasing consumer focus on holistic wellness.
The pricing of these enhanced beverages will also play a critical role in their success. MAD Foods has expressed its commitment to maintaining affordability, aiming to keep the cost of its lactoferrin-powered lattes close to the current average of S$4. This strategic pricing could help bridge the gap between cutting-edge nutrition and everyday accessibility, ensuring that more consumers can benefit from the health advantages of LF+.
Looking to the Future
The partnership between TurtleTree and MAD Foods is more than just a business deal; it represents a broader shift in how food technology can address global challenges in nutrition, sustainability, and health. For MAD Foods, the integration of LF+ is a natural progression in its mission to provide convenient, health-focused beverages. For TurtleTree, it signifies a major step in its quest to make lactoferrin widely accessible and affordable.
“Both our global distributors and retailers are extremely excited about this partnership between MAD and TurtleTree. To tap into the USD45B functional market is to be given the opportunity to grow exponentially,” said Angelique Teo, Co-Founder & Creative Head, MAD Foods. “Our motto of Tomorrow, Today has now been leveled-up and we are looking forward to fulfilling what today’s savvy consumer wants.”
Beyond the immediate benefits, this collaboration also contributes to building consumer awareness around functional ingredients like lactoferrin. While well-known in markets such as infant nutrition, lactoferrin is still relatively new to Western consumers. TurtleTree and MAD Foods, along with other players in the precision fermentation space, are helping to create a new category of functional beverages that prioritize both health and sustainability.
As the first partnership of its kind in Singapore, this collaboration serves as a blueprint for future innovations in the functional food and beverage sector. With products like lactoferrin-enhanced oat milk lattes set to launch in 2025, the stage is set for a new era of nutrition—one that seamlessly blends science, sustainability, and everyday convenience.
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