California-based flavor manufacturer T. Hasegawa USA is responding to consumer demand for better tasting plant-based proteins with Plantreact, a natural, science-driven flavor technology designed to replicate the taste of animal proteins in plant-based foods.

Using advanced reaction flavor techniques — like Maillard reactions and biotransformation steps like enzymolysis and fermentation — Plantreact delivers authentic chicken, beef and pork profiles in fully vegan applications.

According to Mintel, the US market for plant-based proteins was $1.22 billion in 2024, but the category declined 9.6% over the last year. Despite more than a quarter of US consumers saying they limit or eliminate animal proteins in their diet, the market for plant-based proteins is declining, and flavor is among the biggest reasons for this decline. A 2024, a Mintel survey found that 36% of US 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 flavor profile of plant-based proteins has been a barrier for many consumers in the past, " said Mary Maier, director of flavor 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."

The proprietary technology was developed over a six-month period as part of T. Hasegawa's "Bridge to Tokyo" program, which combines the R&D expertise and innovations of the company's global headquarters in Japan and its California-based US subsidiary.

Within each meat alternative flavor, T. Hasegawa targets a range of applications that replicate the specific flavor profile of cooked proteins such as steak, burger patties, chicken tenders, battered/breaded par-fry, sausage and more. All Plantreact flavors are available in a range of delivery systems, including liquid and dry paste.

Source: T. Hasegawa USA