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T. Hasegawa USA has launched Plantreact, a flavoring designed to replicate the complex taste profile of meat for use in plant-based protein products.
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The product utilizes fermentation and other advanced flavor techniques to create authentic tastes that mirror chicken, beef and pork. The products, available in liquid and dry paste, can also be used to mimic dairy.
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Plant-based meat saw a 9.6% decline in the last year, according to Mintel data cited in the press release. T. Hasegawa is pitching Plantreact as a way for meat alternative brands to improve taste, which is among the largest barriers toward wider consumer acceptance.
Taste routinely ranks as the biggest hurdle toward consumers becoming repeat purchasers of plant-based products. Less than half of consumers are willing to try new and different kinds of plant-based alternatives, with taste being the main factor in their decision, according to a 2023 survey of over 1,000 people by the Food Industry Association (FMI).
As a global ingredients supplier, T. Hasegawa’s reach could help struggling plant-based meat producers bring their products closer to the taste of foods like chicken and beef. Plantreact can be used in a range of products, including chicken tenders, sausages, burger patties and steak.
According to the company, interest in plant-based diets remains strong as consumers seek out healthier meals. Plantreact, it said, can help products in the category reach their full flavor potential.
“We’re excited to offer a solution to this problem and change consumer perceptions of plant-based proteins with a natural technology that delivers a more satisfying and authentic taste experience,” said Mary Maier, the director of flavor creation at T. Hasegawa USA, in a statement.
The financial state of the plant-based meat industry is anything but appetizing. Last week, category leader Beyond Meat raised $100 million from a nonprofit group to help it pay off debts as sales continue to disappoint. As grocers scale back or relocate its products on shelves, the company’s retail sales fell over 15% in its most recent quarter and volumes saw a 23.3% drop.
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