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I doubt that has anything to do with the startup du jour. Are you connected to them somehow?

If you pay attention to shelves, almond and soy milk are gaining in popularity. The dairy industry is attempting to slow the momentum of an extant product class.

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I'm not connected to them, but do admire the idea. They just secured a 24M funding and are partnering with some of the bigger players to substitute animal based milk proteins with yeast based proteins: https://www.theguardian.com/environment/2016/sep/13/animal-f... . I think that yeast based proteins should be cheaper compared to animal based proteins and this would be one of the reasons why all the way down in the chain they will be replaced.

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