T. Hasegawa unveils PLANTREACT to boost flavor of plant-based proteins

T. Hasegawa USA Inc. has announced the launch of PLANTREACT, a proprietary natural flavor technology designed to bring the complex and savory taste of animal proteins to plant-based foods. The California-based arm of the global flavor manufacturer says its new offering directly addresses one of the biggest hurdles in the plant-based protein space: flavor authenticity.

Developed over a six-month period through the company’s 'Bridge to Tokyo' program – an initiative combining the R&D capabilities of its Japanese headquarters and US operations – PLANTREACT leverages advanced reaction flavor techniques such as Maillard reactions, enzymolysis, and fermentation to replicate the taste of cooked meat and dairy in vegan applications. The technology is launching with flavors for beef, chicken, pork, and milk.

“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,” commented 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.”

According to market data from Mintel, the US plant-based protein sector was valued at US$1.225 billion in 2024 but declined 9.6% over the previous year. While more than a quarter of US consumers report limiting or avoiding animal protein, poor taste remains a leading reason why plant-based alternatives are not adopted more widely. A 2024 Mintel survey found that 36% of consumers cited poor flavor as a key reason for not purchasing more plant-based protein products.

PLANTREACT aims to close that sensory gap by offering true-to-life animal protein flavor profiles that can be applied to a wide variety of plant-based formats. T. Hasegawa says the technology has been engineered for applications ranging from burger patties and chicken tenders to sausages and battered or breaded items. The company is also introducing a milk flavor designed to deliver a creamy, dairy-like experience in vegan products, addressing the growing demand for improved taste in non-dairy offerings.

Crucially, all PLANTREACT flavors are fully vegan, made from natural ingredients, and formulated to meet clean-label standards. They are also heat-stable, ensuring flavor consistency regardless of how the product is cooked. The flavors are available in both liquid and dry paste delivery systems, offering flexibility for manufacturers in various product formats and processes.