Inflammation—often perceived as pain—is a key concern of active people. It often starts with a feeling of discomfort that might turn into minor pain.

This brings the total invested to date to approximately $30 million, including early funding from U2's Bono and The Edge, Salesforce CEO Marc Benioff, Singapore-based VisVires New Protein and angel investor Ali Partovi.

Egg white peptides, either in eggs or as a supplement, could become useful as an adjunct to high-blood-pressure medication.

When people reach for more protein, they do so for varying reasons and needs, and with varying degrees of understanding. This makes it challenging in terms of target applications—dosage levels, messages and viable delivery formats that will succeed in the marketplace.