Solein® sets the course to become a new standard in nutritional protein

Solar Foods, the Finnish food tech pioneer behind the protein out of thin air, Solein®, unveiled its refined strategy at its Capital Markets Day on December 10th. This marks an exciting step in a broader journey toward transforming global food systems, beginning with a focus on the health and performance nutrition market. 

Solein is a food ingredient that does not need land or agriculture to grow, giving it a veritable claim to be the most sustainable protein in the world. Instead, it is made by growing a single-cell microbe – one of the billion ones found in nature – using carbon dioxide from the air and renewable electricity. Solar Foods now has the go-ahead to begin the commercialisation of Solein in the US, having a Self-affirmed GRAS (Generally Recognised as Safe) status. Solar Foods believes the American health and performance nutrition market is a prime target for the revolutionary protein.

It all starts with the product.

Solar Foods’ Chief Strategy Officer Troels Nørgaard 

“When we look at this category and its claims, we see a glaring gap in the market,” explains Troels Nørgaard, Solar Foods’ new Chief Strategy Officer. “We have a product that can tick off all the major ‘free from’ claims while bringing superior nutrition and taste, along with the most sustainable profile the market has seen.” 

A protein gold rush 

The strategy represents a focused approach to commercialisation, targeting a segment where consumers demonstrate a high willingness to pay for premium products that deliver on nutrition, taste and sustainability. The US, home to the world’s largest protein powder market, offers an ideal launching pad for Solein with a value of around $10 billion in the protein segment of the health & performance market. 

There are several proteins competing for consumer preference in the market. “For consumers, this category is not all about price — it’s about nutrition, taste, and increasingly, sustainability”, says Nørgaard. “Around 90% of the protein in this category is dairy protein, showing that consumers are willing to pay a premium for products that deliver on these key criteria.” 

Nørgaard has 15 years of experience in the nutritional industry, having led the business in health & performance nutrition for dairy giant Arla Foods Ingredients before his new role. According to him, Solein’s profile offers something unique compared to the dairy protein and plant protein in the market today. “Solein combines some of the best attributes of plant and whey proteins while surpassing both in sustainability.”  

This category is not about price — it’s about nutrition, taste, and increasingly, sustainability.

The perfect shake-up of the protein market 

Solein’s positioning comes at a crucial time when the traditional protein market faces supply constraints. “Demand for high quality whey protein in this category is out-growing supply”, Nørgaard explains. “When you’re a health and performance nutrition brand with 90% of your business in whey but struggling to see where future supply will come from, you’re actively looking for alternatives.” 

Solar Foods is strategically targeting the health and performance nutrition market with applications such as Ready-to-Mix powders, Ready-to-Drink beverages, and protein bars. This segment aligns perfectly with Solein’s strengths. 

The company’s focus on the US market is strategic, with Nørgaard highlighting an unexpected advantage: “Plant proteins actually have a bigger market share in the US than in Europe, showing strong consumer acceptance of alternative proteins. Especially in states like California, consumers are very keen to find the healthiest and most sustainable options available.” 

We have a product that can tick off all the major ‘free from’ claims while bringing superior nutrition and taste.

Innovation breeds opportunity 

Having a self-affirmed GRAS (Generally Recognised as Safe) status, Solar Foods is poised to enter the US market, leveraging partnerships to co-develop innovative products. Nørgaard highlighted the significance of these collaborations: “We’re working with several partners globally to ensure that Solein’s potential is fully realised in product concepts like protein bars and drinks.” 

Solar Foods’ market readiness was recently demonstrated at the MISTA Growth Hack event in San Francisco, where the company showcased a nutritious protein drink made out of Solein. The event, which brought together 14 early-stage food tech startups and major industry players, highlighted Solein’s versatility in commercial applications.  

“This was a great opportunity to show how Solein can fit seamlessly into existing consumer product categories,” notes Nørgaard. “We’re demonstrating that we have not just a novel product, but one that can perform exceptionally well in real-world applications.”

Furthermore, Solar Foods’ internal team of food scientists and chefs continuously develops prototypes for customers, demonstrating how Solein can work in consumer products. 

Scaling up, one factory at a time 

The strategy includes a phased approach to scaling production, with Factory 01 already operational and plans for Factory 02 well underway. By 2030, Solar Foods aims to achieve profitability and establish a significant presence in the global protein market. 

Beyond health and performance nutrition, Solar Foods envisions Solein playing a pivotal role in transforming global food systems. “When we talk about feeding 10 billion people, Solein’s nutritional density becomes a key advantage,” Nørgaard says. “Its versatility means it can eventually extend into everyday food categories like pasta, baked goods, and even meat alternatives.” 

The strategy moving forward is clear: establish Solein in high-value nutrition markets to build credibility and scale production. “This is the first step in a much larger journey,” Nørgaard explains. “Starting with premium applications allows us to prove the product’s value and pave the way for broader adoption.”

When we don’t have enough to feed the whole world in broad food consumption yet, we should start where the product adds the most value.

From niche to necessity 

While the initial focus is on health and performance nutrition, Solar Foods maintains its broader vision of transforming global food production. “It has not changed our end game,” Nørgaard emphasises. “We’re showing what the first step is and what the second step is to get there. The bigger scale we build, the cheaper our product will become.” 

With Solein positioned as a sustainable, versatile alternative to both plant-based and animal proteins, Solar Foods is making a smart bet on a future where nutrition, sustainability, and taste are no longer at odds. As Nørgaard summarises: “Solein wins on so many levels, it is not competing directly with anyone.” Revolutions don’t ask for permission, they set a new standard.