Proprietary reaction technology replicates the complex flavour profiles of animal proteins for vegan products, addressing consumer demand for better-tasting plant-based proteins
T. Hasegawa USA Inc., one of the world’s top flavour manufacturers, is responding to consumer demand for better-tasting vegan proteins with a breakthrough technology that redefines plant-based protein flavour.
Today, the California-based company announces the launch of PLANTREACT, a natural, science-driven flavour technology designed to replicate the complex, savoury taste of animal proteins in plant-based foods. Using advanced reaction flavour techniques — like Maillard reactions and biotransformation steps like enzymolysis, and fermentation — PLANTREACT delivers authentic chicken, beef, pork, and milk profiles in fully vegan applications, ensuring plant-based products taste just as rich and satisfying as their animal-based counterparts.
The true-to-life flavour profiles produced with T. Hasegawa’s PLANTREACT solve one of the industry’s biggest challenges: making plant-based proteins more appealing. According to Mintel1, the U.S. market for plant-based proteins was $1.225 billion in 2024, but the category declined 9.6 per cent over the last year. Despite more than a quarter of U.S. consumers saying they limit or eliminate animal proteins in their diet, the market for plant-based proteins is declining and flavour is among the biggest reasons for this decline. A 2024 Mintel survey1 found that 36 per cent of U.S. consumers claimed the reason they did not purchase plant-based proteins more often is because they didn’t taste great.
“Interest in plant-based diets is greater than ever, but the flavour profile of plant-based proteins has been a barrier for many consumers in the past,” said Mary Maier, director of flavour creation at T. Hasegawa USA. “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.”
