Real California Milk Excelerator Announces Semi-Finalists in Personal Health & Wellness Product Innovation Competition
3rd Annual California Milk Advisory Board and VentureFuel Initiative showcases emerging dairy-based functional food, beverage and beauty products for consumer's changing lifestyles
The California Milk Advisory Board (CMAB) announced 12 semi-finalists in the Real California Milk Excelerator, the 3rd edition of the CMAB's dairy product innovation competition in partnership with innovation consultancy VentureFuel. The companies will compete for over $650,000 in prizing for their emerging dairy products that promote personal performance and recovery benefits.
The 2021 Real California Milk Excelerator taps into the thriving functional foods market – a market that has grown significantly over the past year and is projected to reach over $275 billion globally by 2025. With consumers prioritizing personal health and wellness in response to the pandemic, the competition identified early-stage, high-growth companies with a cow's milk-based product that plays a critical role in personal performance like focus, energy, exercise, and strength, and/or recovery benefits such as rejuvenation, relaxation, gut health and sleep.