FoodTech Company Releases Shelf-Stable Plant-Based Protein for Retail Chains
SteadyProtein Innovations’ breakthrough formulation eliminates cold chain requirements, targeting $7.2 billion supermarket distribution channel
CHICAGO, Nov. 22, 2025 – SteadyProtein Innovations, a Chicago-based FoodTech company, today announced the nationwide retail launch of Proterra™, a shelf-stable plant-based protein line that maintains a 12-month ambient temperature shelf life without refrigeration. The product debuts in 1,200 Kroger-owned stores and 800 Target locations this month, marking the first widely distributed plant protein that bypasses traditional cold chain logistics.
The launch capitalizes on a rapidly expanding market segment. The global plant-based protein market reached $18.7 billion in 2024 and is projected to grow to $20.3 billion in 2025, according to research from Global Market Insights . Supermarkets and hypermarkets dominate distribution, representing $7.2 billion in 2024 sales—a 38.3% market share growing at 8.1% annually. This channel advantage stems from consumer preference for in-store product comparison and the visibility of shelf-stable formats in pantry-friendly aisles. The industry shift toward ambient-stable formulations is further documented in recent Good Food Institute research, which highlights how shelf-stable innovations reduce both retail shrinkage and consumer food waste .
Proterra™ utilizes a patented microencapsulation technology that stabilizes pea and fava bean protein isolates, protecting molecular integrity without chemical preservatives. Unlike refrigerated alternatives that require continuous 35-40°F storage, Proterra™ pouches withstand temperatures from 40°F to 85°F while delivering 23 grams of complete protein per serving. The technology emerged from three years of R&D at SteadyProtein’s Illinois Innovation Center, where food scientists overcame texture degradation challenges common in ambient protein storage.
“Our microencapsulation process essentially creates a protective barrier around each protein molecule, preventing oxidation and denaturation,” said Dr. Lena Vasquez, Chief Technology Officer at SteadyProtein Innovations. “This isn’t just a convenience play—it’s a fundamental reimagining of how plant protein can be distributed at scale.”
The initial product line includes four varieties: Smoky Barbecue, Teriyaki Ginger, Chile Lime, and Mediterranean Herb. Each 6-ounce pouch retails for $4.99 and contains just five ingredients: pea protein, fava bean protein, organic spices, sea salt, and sunflower oil. The preparation requires only hot water, yielding a ready-to-eat protein in under five minutes. This format addresses the $120 billion shelf-stable food market, which is expanding at a 3.7% CAGR driven by consumer demand for pantry essentials and reduced grocery trip frequency .
Retail partners gain significant operational advantages. Kroger estimates Proterra™ will reduce inventory management costs by 40% compared to refrigerated plant-based meats, while Target plans to stock the product in both pantry and camping/outdoor sections to capture dual-use occasions. The product’s ambient stability also enables direct-to-consumer subscription models without expedited shipping requirements, opening additional revenue streams.
“Eliminating refrigeration barriers allows us to serve rural and underserved markets where cold chain infrastructure is limited,” said Michael Chen, CEO of SteadyProtein Innovations. “We’re making plant-based protein accessible to the 60% of U.S. households already purchasing meat alternatives, while reaching the 40% who cite convenience and price as primary obstacles.”
Market timing aligns favorably with shifting consumer behavior. Six in 10 U.S. households purchased plant-based foods in 2024, with nearly 80% making repeat purchases, according to Good Food Institute data . However, the plant-based meat category faces headwinds from price premiums and taste consistency concerns. Proterra™ addresses both: at $4.99 per pouch, it undercuts the average refrigerated plant-based protein by $1.20 per serving, while blind taste tests scored the product 8.4 out of 10 for texture authenticity, matching conventional shredded chicken.
The company projects first-year retail sales of $15 million, scaling to $45 million by 2027 as distribution expands to 5,000 stores. This forecast assumes 8% household penetration in launch markets, conservative given the 38.3% supermarket channel share for plant-based proteins and growing flexitarian demographic. Manufacturing capacity at SteadyProtein’s Chicago facility can produce 2 million pouches monthly, with scalability to 6 million through contracted co-manufacturing partners.
SteadyProtein Innovations is privately held, backed by $12 million in Series A funding led by AgFunder and featuring participation from SOSV’s Food-X accelerator. The company employs 47 people and holds seven patents related to protein stabilization and encapsulation technology.
About SteadyProtein Innovations
SteadyProtein Innovations develops shelf-stable plant-based protein technologies for retail and foodservice channels. Founded in 2021, the company specializes in microencapsulation and clean-label formulation, enabling ambient storage without artificial preservatives. Proterra™ represents the first commercial application of its patented stabilization platform, targeting mainstream consumers seeking convenient, sustainable protein options. For more information, visit www.steadyprotein.com.
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