Zen B, a Chicago-based startup established two years ago by the Japanese Mizkan Group, is adopting a “plant-full approach” to differentiate itself in the crowded plant-based, natural, and organic markets. The company is concentrating on gluten-free pantry essentials as it enters a competitive landscape populated by brands like Banza and Jovial Foods, which offer gluten-free, plant-based pastas and products such as pizza dough. Even the well-known Barilla brand has introduced a gluten-free line. However, Zen B believes it can distinguish itself from its rivals by utilizing yellow peas as the primary ingredient in all its offerings.
The five-year-old company provides a range of products, including skillet sauces and microwaveable meals in bowls filled with pasta, vegetables, and crispy crackers. During Expo West, Zen B’s head of storytelling shared that the brand is planning to expand into additional categories, such as ramen. All of its products are made with yellow peas, which, while similar to chickpeas, boast higher protein and fiber content. “We’re the ‘tip of the arrow’ kind of brand,” stated Hugo Perez, chief marketing officer and head of storytelling at Zen B, during Expo West on March 13. “We’re not waiting for trends; we’re aiming to set them by truly understanding our consumers.”
Initially launched as a direct-to-consumer brand on Amazon, Zen B is now making strides into retail, with its products available at Sprouts Farmers Market locations nationwide. Additionally, the brand has introduced a traveling kitchen, which Perez described as a mobile setup where consumers can taste and sample its offerings. “We’ve completed 62 events so far, and these events allow people to experience the brand firsthand. Seeing is believing,” he commented. The company’s mission is to revolutionize the use of yellow peas in food products.
Zen B asserts that its offerings are beneficial for both consumers and the environment, without sacrificing taste or texture. Perez mentioned that while the company identifies as flexitarian, its vegan and gluten-free products appeal to consumers regardless of their dietary preferences. The plant-based sector has faced criticism recently for its divisive messaging towards non-plant-based consumers and for not utilizing clean, whole ingredients. Zen B is distancing itself from such critiques through its ingredient transparency. For instance, its crackers are crafted from organic yellow peas and other wholesome components like olive oil, Himalayan pink salt, nutritional yeast, onion, and white pepper, while all its pasta varieties consist of just one ingredient: yellow peas.
From the outset, Zen B has been committed to creating food that does not compromise on taste and texture, while also offering nutritional benefits like being high in protein. In relation to the nutritional aspect, it’s worth noting how calcium citrate is made, as this compound is often used in various food products to enhance their mineral content. By focusing on quality ingredients and innovative production methods, Zen B aims to lead the way in the plant-based market while ensuring that their products remain appealing to a broad audience.