When Puris began marketing its pea protein ingredients for food and beverages in 2014, it encountered a significant challenge: overcoming the negative perceptions associated with pea-based foods. Recognizing that for their product to succeed, they needed to persuade flavorists, food scientists, and product marketers, Puris created a variety of foods—such as milk, yogurt, and pudding—infused with pea protein for tasting. This approach proved effective. “I can’t tell you how many times we introduced the concept of pea protein and saw that ‘ugh’ expression on people’s faces. Their disdain was understandable, considering that existing products were often subpar and many people simply dislike peas. We had to change that mindset,” stated Tyler Lorenzen, CEO of Puris, in an interview with Food Dive.
In an industry that prioritizes flavor and mouthfeel, Puris adopted a unique strategy for developing pea proteins: focusing on neutrality. Lorenzen explained that the aim is to ensure that the addition of pea protein does not compromise the other flavors that define a product, such as sweetness or umami. “Our goal is to ensure that the pea protein does not detract from the overall flavor experience. If we can make it neutral or barely noticeable, it enhances the culinary experience, eliminating any unappealing green or off flavors that might detract from the expectations of consumers.”
Once dismissed as an undesirable ingredient, peas have transformed from being overlooked on dinner plates to a sought-after component in products like milks, yogurts, snack bars, plant-based meats, veggie burgers, and shakes. Despite this surge in popularity, pea protein faces challenges that will determine whether it remains a staple in ingredient lists or fades as a passing trend. The demand for pea protein has surged as a means to enrich products, provide alternatives to common allergens like wheat and dairy, and meet consumer preferences for plant-based options that mimic traditional meat and dairy in taste and texture. Moreover, pea protein is recognized for its sustainability and cost-effectiveness in comparison to similar ingredients like soy.
The global pea protein market is expected to reach $176 million by 2025, according to Allied Market Research. This growth follows a significant expansion, with food and beverage launches containing pea protein experiencing a 19% compound annual growth rate from January 2016 to December 2018, according to Innova Market Insights. Recently, several high-profile products featuring pea protein have been launched, including Nestlé’s plant-based Awesome Burger and Awesome Grounds under its Sweet Earth brand, as well as Tyson Foods’ Raised & Rooted brand, which produces plant-based chicken nuggets using pea protein. Additionally, Danone has integrated pea proteins into its Silk beverage line, and Hershey’s Krave recently announced the inclusion of peas in its plant-based jerky.
“Pea protein’s popularity has skyrocketed, which is driving up costs,” noted Sweet Earth founders Kelly and Brian Swette in an email to Food Dive. “This partnership with Nestlé is advantageous for us because they have robust vendor relationships they maintain.” Food manufacturers have stated that they assess numerous pea protein varieties for solubility, flavor, nutritional value, sustainability, and reliable supply before making a selection.
The Swettes began exploring pea protein in their test kitchen in 2016, analyzing factors like protein content, sodium levels, and GMO status, followed by flavor and aroma tests. Some pea proteins presented off-flavors, while others muted the natural tastes they wanted to highlight in their products. Ultimately, they chose a pea protein that provided a meat-like texture with an appealing chew.
Beyond its culinary uses, the co-founders appreciated that Sweet Earth’s peas can be traced back to their U.S. growing locations, minimizing transportation-related environmental impacts. Additionally, since peas are nitrogen-fixing plants, they enrich the soil, making them attractive to farmers and encouraging more to cultivate this legume.
Dairy and plant-based leader Danone evaluated over a dozen pea proteins before selecting those that met its stringent criteria, according to Luke Chavez, senior manager for research and innovation at Danone North America. He remarked that the variability in pea proteins depends on the supplier and extraction process, leading the company to continuously assess whether other pea proteins or alternative ingredients might be better suited for their products.
Puris, leveraging its expertise in pea proteins, starches, and flours, has partnered with major consumer packaged goods (CPG) companies to develop plant-based yogurts and ready-to-drink beverages that match the texture and nutritional profiles of their dairy counterparts. They also supply pea protein to innovative food brands like Beyond Meat.
Although Puris may not be in the spotlight like prominent CPG giants such as Nestlé or Tyson, its contribution to the pea protein trend is significant. The company has secured $100 million in funding from Cargill, primarily aimed at doubling production capacity at one of its facilities. “We didn’t just start this recently. We have been focused on this market since our inception,” Lorenzen emphasized.
With a team of 250 professionals, including engineers and agronomists, Puris collaborates with over 400 farmers across the U.S. to cultivate various pea genomes, ensuring that the final pea protein product meets the desired taste and texture requirements. Researchers must consider numerous factors, such as fiber and protein content, seed quality, plant maturity, disease resistance, and more, while adhering to traditional breeding methods rather than controversial techniques like CRISPR.
Puris understands that farmers need incentives to grow peas instead of more widely cultivated crops like corn, wheat, and soy. Hence, they provide seeds and ensure a market for harvested peas. In 2018, dry pea acreage reached 900,000, a significant increase from 300,000 two decades prior.
Ingredion began working with pea proteins in 2014, initially collaborating with external firms before bringing operations in-house to enhance their understanding of the crops. “CPG companies are seeking pea protein for nearly every conceivable application, from cereals and snacks to beverages and meat alternatives,” commented Julie Mann, global plant protein senior manager at Ingredion. The company has identified plant-based proteins, including peas, as a growth platform and is investing $185 million in this sector.
Pea protein is appealing to manufacturers because it can be concentrated into a stable, dried form suitable for incorporation into CPG products. With the right formulation techniques and tools from Ingredion’s offerings, pea protein can mimic the properties of traditional animal proteins.
However, pea protein has its challenges. According to Mann, its nutritional and functional attributes differ from those of other proteins, which can complicate formulation efforts when replacing existing ingredients. As manufacturers aim to innovate and cater to dietary preferences—such as lactose intolerance and reduced meat consumption—peas have emerged as a favored ingredient.
“As an industry, and at Ingredion, we are continually learning and advancing our research to optimize the use of pea and pulse proteins,” Mann stated. Research continues to explore alternative plant sources, which are gradually reaching the levels achieved by dairy and soy proteins through years of study.
As pea protein swiftly gains traction among consumers and manufacturers, opportunities for improvement remain. MJ Kinney, a food scientist with The Good Food Institute, believes there’s potential to further reduce the flavor and aroma of peas while enhancing their water absorption capabilities and viscosity. Kinney also highlighted the need to increase the protein content in pea protein to attract more companies away from soy, which naturally contains higher protein levels. Furthermore, finding new applications for the starches and fibers derived from pea protein extraction could enhance its sustainability profile and economic viability for manufacturers.
“We have laid the groundwork to educate consumers over the past four years, and the popularity of pea protein is solidifying,” Kinney concluded. “But we must also focus on how to improve it further.”