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He explains that unlike some of his company's rivals it doesn't use any sodium caseinate, a milk-derived food stabiliser.

“What exactly is partially hydrolyzed caseinate, and why would you put it in food?”

Food scientists say the two cold-binding agents are used to reduce use of sodium phosphate, sodium alginate, carrageenan, sodium caseinate and other chemicals that had been used for decades to form and mold meat.

Some of the ingredients you might run into in the kitchen there include sodium caseinate and edible blue shimmer, brown carbonized vegetable powder and teenage coconuts.