A new player in the sustainability space is set to make waves in Munich as Circular grain gears up to launch Tremi, a milk alternative crafted from spent grain, a byproduct of beer production. Founded by three graduates from the Technical University of Munich (TUM), the startup is part of the Amazon Sustainability Accelerator, which supports innovative businesses striving for marketplace impact without the burden of equity loss.
Set for release at the end of this summer, Tremi offers two variants: Tremi Original and Tremi Barista. Initially, these products will be available in select cafes and retail outlets throughout the Munich area, along with tasting events designed to familiarize consumers with this eco-friendly alternative. The innovative product’s development aligns with the growing consumer demand for plant-based options that also prioritize sustainability.
Tremi employs barley-based ingredients that would typically go to waste after the brewing process. According to the founders, this new milk alternative boasts three times the protein and six times less sugar than traditional oat milk. By utilizing an existing raw material stream, Circular grain adopts a circular approach to food production, reducing the need for new agricultural land and imports. This innovative strategy could potentially lead to a lower carbon footprint, an essential consideration for environmentally conscious consumers.
“Climate change and sustainability are discussed frequently, but action often falls short. Circular grain provides a way to translate scientific knowledge into a tangible solution that makes a measurable impact,” stated Marina Hijano Moreno, CTO and co-founder. The startup converts barley, which has been underutilized as a food source, into a nutrient-rich milk substitute, aiming to contribute to a circular food system. Their commitment to sustainability and innovation has taken shape through extensive testing with over 1,500 participants and more than 250 iterations, resulting in a product that has garnered significant pre-launch interest.
Funding for Circular grain has also been impressive, amassing over €500,000 through grants and angel investments. This robust financial backing demonstrates confidence among investors in the market potential of sustainable food alternatives, a sector that continues to expand rapidly.
Being part of the Amazon Sustainability Accelerator has provided Circular grain with essential resources and guidance. The program, which is free to participants, offers a comprehensive boot camp, tailored mentoring from Amazon experts, technical support, and cloud credits, helping businesses build and scale effectively. Since its inception in 2022, the accelerator has supported over 70 European startups focusing on turning byproducts and waste into viable products, transforming how waste is perceived in modern commerce.
Circular grain’s initiatives represent a broader trend within the food industry—seeing waste as a resource rather than a problem. “Whether it’s bread, coffee grounds, or grain, these businesses are creating new products from waste materials. This perspective shift excites us,” said Xavier Flamand, responsible for Amazon’s selling partners in Europe.
For small business owners, the launch of Tremi offers exciting opportunities. By tapping into the emerging plant-based trend, businesses can position themselves as leaders in sustainability, catering to a growing market that increasingly values eco-friendly products. Retailers and cafes in Munich could benefit from tapping into this burgeoning niche, potentially driving new customer traffic through innovative offerings.
However, potential challenges exist. Small businesses looking to introduce products like Tremi may face regulatory hurdles regarding labeling and health claims, necessitating thorough understanding and compliance. Moreover, distinguishing new products in a crowded market can be difficult, necessitating strong branding and marketing strategies.
The arrival of Tremi signifies more than just a new product; it embodies a shift in consumer preferences and business operations towards sustainability. As the food landscape evolves, businesses that adapt and embrace innovative solutions are poised for success in an increasingly eco-conscious market.
For more details, visit the original press release at Amazon.
Image Via BizSugar
