The Urgent Company

Founded in 2020 as a spin-off of the plant-based dairy producer Perfect Day, The Urgent Company mainly focuses on plant-based consumer products made using Perfect Day’s dairy alternatives. In August 2020, the company launched its first consumer brand- Brave Robot, a plant-based frozen dairy brand. Later in October 2021, a second brand- Modern Kitchen was launched; that focuses on producing plant-based cheese using Perfect Day’s milk alternative.

Perfect Day uses microflora (microorganisms such as bacteria, yeast, or fungi) to create casein and whey proteins via microbial fermentation, which is later combined with fat and water to produce genetically identical substitutes to animal milk. 

In February 2021, Brave Robot secured an expansion to 5,000 US outlets with plans to launch before the Earth Day on April 22, 2021. Brave Robot’s products will be featured at traditional grocers Kroger, Harris Teeter, Albertsons/Safeway, Stop & Shop, Shoprite, Sprouts, Harmons, New Seasons, Fresh Thyme, and Earth Fare. In September 2021, the brand reported that it has sold more than one million pints of plant-based ice cream since its launch, marking a significant milestone for the company. In June 2022 Brave Robot introduced animal-free ice cream sandwiches in collaboration with Coolhaus. 

In July 2023, Perfect Day laid off 15% of the workforce at The Urgent Company with its exit from the consumer-facing business segment. Select employees were kept on as consultants to avoid retail service disruptions. Perfect Day plans to sell all or part of TUC and exit consumer-facing businesses by September 2023. Later, in August 2023, The Urgent Company, including its consumer brands Coolhaus, Brave Robot, Modern Kitchen, and California Performance Co. was acquired by Superlatus for USD 1.25 million.