Pea Protein Taste & Texture Woes? Imbibe’s NonSense Maskers Offer Relief!

The burgeoning pea protein industry in the United States has recently found itself caught in a crossfire of international trade disputes, primarily centered on imports from China. U.S. pea protein producers have alleged that Chinese imports are unfairly subsidized and sold at below-market prices, a practice known as dumping. As a result, tariffs are slapped on imported products that are sold way below their actual production cost in the exporting country.

In the case of pea protein, mostly from China, these tariffs have:

Made things more expensive for consumers: These extra fees have directly increased the cost of pea protein products, which might make shoppers think twice before buying them.
Boosted homegrown production: With imports getting more expensive, it’s become more profitable for U.S. companies to produce pea protein in the U.S.
Disrupted supply chains: Some companies are now looking for suppliers outside of China to avoid these tariffs. This can mess with the whole supply chain and potentially impact product quality or availability.

Despite these challenges, pea protein is a popular plant-based source because it is a high-quality protein, is naturally free of gluten, dairy, and soy, making it suitable for people with various allergies, and it has a lower environmental impact, relative to other protein sources like soy.

It’s also incredibly versatile, but not without its challenges, which include beany or vegetal off-notes, bitterness, and savory or earthy flavors and sensations.

To overcome these challenges, Imbibe has launched a Pea Protein masker in powder and liquid form (NonSense P-1 & NonSense LP-1, respectively), designed to target the specific off-notes associated with pea protein.

Are you struggling with the unpleasant taste and texture of pea protein in your products? Our new NonSense maskers can help you improve the overall experience of your finished product. Request a free sample of NonSense or leverage our development capabilities to gain access to our expert taste modulation team by emailing marketing@imbibeinc.com.

beverage development, beverage development company, beverage ingredients, beverage innovation, functional ingredients, maskers, nonsense, pea protein

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