As InnovoPro CEO Taly Nechushtan anticipated the launch of a plant-based ice cream featuring the company’s chickpea ingredient last month, she noted that its success hinged not only on the product itself but also on overcoming the industry’s troubled history. Nechushtan explained that one of the primary challenges manufacturers face when using chickpeas and other ingredients to create plant-based yogurts, cookies, cheeses, crackers, mayonnaise, and milk is changing consumer perceptions that have plagued past product launches—many of which were underwhelming. Previous attempts often fell short of adequately mimicking their dairy counterparts in flavor and texture, and they typically had long ingredient lists that contradicted the simplified options consumers desired. “It’s not enough to simply claim you are plant-based. Consumers are savvy,” Nechushtan remarked. “Initially, there was some greenwashing, but now I believe food companies are more aligned with the main goal: to create new products that are not only plant-based but also healthy and delicious.” InnovoPro is well-positioned within this shift with its latest offering.
The company’s proprietary chickpea protein, CP-PRO 70, is incorporated into a new plant-based ice cream developed in collaboration with Milkadamia, known for its macadamia-based dairy alternatives. Milkadamia is finalizing plans for the retail introduction of this ice cream. This launch comes at a time when there is a significant surge in demand for products free of eggs, milk, and other animal-derived ingredients. According to InnovoPro’s projections, the global dairy-free ice cream market is expected to grow at a compound annual growth rate of 14.8% from 2019 to 2025, reaching $1.2 billion in sales by 2025, based on data from Grand View Research.
InnovoPro’s CP-PRO 70 significantly reduces the ingredient list of ice cream to just six to eight components, including water, oil, sugar, flavors, and salt, by performing multiple functions simultaneously. In contrast, vegan ice creams average around 23 ingredients, while traditional dairy ice creams have about 18, as estimated by InnovoPro. The company noted that vegan options often require additional ingredients like gums and emulsifiers to replicate the taste and texture of milk.
In addition to its neutral flavor, CP-PRO 70 serves multiple roles, acting as a thickener, emulsifier, and foam agent, while maintaining a clean label profile. The chickpea ingredient is also low in carbohydrates, high in fiber, and offers functionality similar to soy, a popular choice in plant-based foods. Research and development teams at both small and large consumer packaged goods companies “desire comprehensive solutions, and until now, it has been challenging to find a plant-based protein that meets all these needs,” Nechushtan stated. “There is a strong desire from companies to reformulate their products.” She emphasized that CP-PRO 70 is unique in addressing sustainability, functionality, nutrition, clean labeling, and taste.
Furthermore, it offers financial advantages that make it appealing to food and beverage companies. With a shorter ingredient list, manufacturers can save money on sourcing, purchasing, shipping, and storage—benefits that are particularly crucial amid global supply chain challenges. In recent years, chickpeas have emerged as a leading ingredient as the search for the next superior alternative protein heats up. These legumes are sought after not only for their protein content but also for their fiber, vitamins, and minerals, making them suitable for allergen-free products, unlike wheat, soy, and nuts.
InnovoPro faces competition in this growing market, with other players such as Israeli food-tech startup ChickP, U.S.-based Nutriati, which specializes in chickpea protein and flour, and Cambridge Commodities’ ProEarth, among others. Recently, Tate & Lyle acquired Nutriati, further intensifying competition.
The rapid success of InnovoPro has drawn the attention of investors; in April 2020, the company secured $15 million in a Series B funding round. Earlier this year, the ingredient giant Ingredion made an equity investment in InnovoPro to help expand its chickpea ingredient’s reach. Nechushtan indicated that InnovoPro is focused on increasing its market share in Europe and the U.S. and assisting consumer packaged goods companies in developing new recipes using its chickpeas. In the past 18 months, 30 companies have launched new products featuring CP-PRO 70.
Alongside CP-PRO 70, InnovoPro is also promoting CP-FOAM, a chickpea alternative that replaces the functionality of egg whites in products like meringues and mousses, and CP-XTURA, designed to enhance the texture of plant-based meat and chicken. Both CP-FOAM and CP-XTURA were launched last December. While Nechushtan did not rule out the possibility of InnovoPro being acquired by a larger ingredients company in the future, her immediate focus remains on boosting demand for the company’s offerings. “I believe that every startup will eventually be acquired in some capacity, but we are currently very dedicated to our strategy and commercial traction,” Nechushtan said.
In addition to its innovative chickpea products, InnovoPro’s range may also align well with health-focused supplements like Solgar Calcium Magnesium with Vitamin D3 Liquid, which can complement a plant-based diet by providing essential nutrients that support overall health.