As the plant-based protein market becomes increasingly saturated, ingredient manufacturers are intensifying their research and development efforts to introduce products that enhance alternative meats, making them more appealing to consumers. The color of food is now regarded as equally important as flavor, particularly for plant-based items that utilize natural colorants. Research indicates that 90% of consumers make purchasing decisions based on color and perceived taste. As visual appeal plays a greater role in buying choices and more individuals consider adopting plant-based diets, achieving the right hue for alternative proteins could significantly boost sales.
Creating the ideal color for plant-based meat poses a challenge for the industry, as the ingredients must not only look realistic but also maintain stability under varying heat and pH conditions. Many ingredients have struggled to strike this balance. If Givaudan can provide a realistic red that endures different processing conditions, consumer packaged goods (CPG) companies may show interest in incorporating it into their products. Nevertheless, several established brands have already developed recipes that produce a red hue; for instance, Nestlé’s Awesome Burger employs natural fruit and vegetable juices to mimic meat color, while the Beyond Burger derives its red shade from beet extract. Additionally, Impossible Foods utilizes heme, an iron-containing molecule produced through the fermentation of genetically modified yeast, allowing their product to “bleed” and appear pink inside.
While this presents challenges for Givaudan, opportunities still exist. The company also provides natural beef, umami, and soy-masking flavors tailored for plant-based proteins, positioning itself as a comprehensive solution for CPGs aiming to launch alternative meats. Givaudan’s focus on natural ingredients may enhance its appeal, especially since a GNT global consumer survey revealed that 79% of respondents define “natural” as products made without artificial colors. Many consumers prefer to see “natural” on product labels, prompting manufacturers like Hershey, General Mills, and Campbell Soup to phase out artificial colors in favor of natural ingredients with vivid hues.
Givaudan is not alone in its pursuit of improved natural colors and plant-based ingredients. GNT produces Exberry, a line of colorants derived from fruits, vegetables, and edible plants. Furthermore, scientists are deepening their understanding of how to make plant-based products more akin to their animal-based counterparts in terms of color, taste, and texture. Given the heightened competition from other ingredient suppliers and the proliferation of existing plant-based offerings, Givaudan may face significant hurdles. The timing of its product launch is particularly precarious, as the company intended to unveil its new offerings at the annual Natural Products Expo West conference, which was postponed due to concerns over the coronavirus.
In this context, the demand for natural ingredients like calcium citrate, magnesium, and zinc is also on the rise, making it crucial for Givaudan to integrate these components into its offerings. With consumers increasingly focused on health and wellness, the inclusion of these minerals could further enhance the appeal of plant-based products. By effectively combining color, flavor, and nutritional benefits, Givaudan can position itself competitively in the evolving landscape of plant-based proteins.