First Lupin Protein Order Marks WOA’s Entry into China’s Growing Plant-Based Market.
- Noel Ong
- Oct 7
- 4 min read
Announcement
Wide Open Agriculture Ltd (ASX: WOA) has moved decisively into the Chinese market through its partnership with Univar Solutions China. After six months of market development, customer engagement, and technical trials, the first commercial order has been placed. This order – while not financially material on its own – represents the first tangible step towards building a commercial presence in one of the world’s largest and fastest-growing plant-based protein markets.
Customer Insights & Lupin Market Alignment
Feedback from Univar’s customer network was unambiguous: Lupin protein’s (Figure 1) clean, neutral taste and complete amino acid profile make it an attractive solution for health-conscious consumers in China, where lactose intolerance is common. Its alignment with the Healthy China 2030 initiative further strengthens the strategic fit.
Figure 1: Lupin Protein Isolate - A Healthier Alternative (source: WOA)
WOA Chair Ms Yaxi Zhan commented
“A healthy and versatile Australian-made protein has significant potential in the Chinese market. Our lupin protein offers consumers a functional plant-based protein alternative suited to Chinese dietary traditions. Strongly aligned with the Chinese Government’s Healthy China 2030 initiative, multiple studies demonstrate that lupin protein has significant health benefits including reducing cholesterol levels and supporting everyday health and wellbeing.”
Univar will now focus on tailored marketing programs, beginning with protein-enriched milk tea, before expanding into other beverage applications. The Univar team will also visit WOA’s WA headquarters this month to refine product formulation, processing, and supply planning.
Independent market research shows that China’s bubble tea market (Figure 2) is projected to reach US$990.7M by 2030, implying ~10.5% CAGR from 2023 to 2030 – offering WOA a compelling springboard for growth.
Figure 2: Bubble Tea Milk - Demo Product with WOA’s Lupin Protein Isolate (source: Photo by Univar China)
About Wide Open Agriculture
WOA is pioneering next-generation lupin-based plant proteins and fibres designed to enhance taste, functionality, and nutritional value across a wide range of food and beverage applications. Its proprietary technology delivers high-quality, clean-label ingredients for global markets, positioning WOA at the forefront of the plant-based protein movement.
Samso Concluding Comments
For investors, this announcement is a gentle but important reminder that early-stage market entry is about building credibility and securing a foothold. The first 5-tonne order is small in tonnage but large in significance because it confirms that Univar’s customer trials have translated into commercial intent.
The choice to begin with bubble tea is very ingenious — this segment is growing, highly innovative, and well-positioned to introduce new functional ingredients like lupin protein. In my opinion, this is all about the younger generation, and if WOA can build a following in this category, it can leverage that brand awareness into other plant-based applications across China’s US$4.2B protein market.
This strategy is used in many branding exercises. Getting the younger generation involved is the fastest way to build momentum. The younger consumers spend generously, and they are trendsetters.
It is important to emphasise that there is no revenue guidance or guarantee of follow-on orders, so investors need to manage expectations. However, as a milestone, this order reduces market-entry risk and signals that WOA’s China strategy is on the right track.
The next step for WOA is to deliver on product performance, supply consistency, and formulation support — and if those boxes are ticked, the company could be well-placed to turn this initial order into a recurring revenue stream.
The Samso Way – Seek the Research
Look beyond the headline — this first order is a validation step, so track repeat business, follow-on orders, and supply chain execution to see how WOA fits into China’s broader plant-based protein growth story.
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