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This episode is a must listen for any innovator challenging dominant market players with a product which can't force behaviour change, and which needs to tread carefully between consumer trials and B2B market penetration.

Ali Wing, CEO of  Oobli, an innovative start up in California, explains how they are introducing the  world’s first sweet protein product, challenging the US$40bn sugar industry.
 
Oobli is not another artificial sweetener, but a nature-identical, plant-derived sweet protein, created through biotechnology and fermentation.

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