New RTD platforms: Israeli start-up launches vegan chickpea protein powder

28 Feb 2019 --- A new chickpea protein concentrate presented as CP-Pro70, from Israeli food tech start-up InnovoPro Ltd., is part of a new vegan athletes ready-to-drink (RTD) formula launched in Israel, this month, by Hadassa Bymel Pharmacy and Nature. The powdered vegan nutritional shake, under the brand name: “Pro body,” is targeting the growing market of consumers who want to maintain a healthy lifestyle by supplementing with vegan nutritionals.

Protein continues to find application across food and beverage categories and is definitely one of the key issues at the forefront of consumers’ minds. A 2018 Innova Market Insights consumer survey revealed that almost 50 percent of UK consumers are influenced by protein content when buying food and beverages, making it an attractive way for formulators to draw consumer attention. 

Plant-based proteins, in particular, have also been gaining momentum and plant-based eating trends have also been in the limelight in the last couple of years, as the trend gains further traction. Both vegetarian and vegan options became incredibly prevalent throughout 2018. According to data from Innova Market Insights, there has been a 45 percent average annual growth in food and beverage launches with a vegan positioning (CAGR, 2013-2017). 

Furthermore, sports nutrition has always had a strong focus on protein content. This has grown higher in recent years as interest in the category has moved from a niche market into the mainstream. It is apparent across the food and drinks market as a whole, with 6.5 percent of all food and drinks launches recorded by the market researcher in 2017 using “high in,” “source of” or “added” protein positionings, rising to nearly 12 percent in the US. 

Pro body, by Hadassa Bymel Pharmacy and Nature, is the first launch of such a product and it contains a blend of plant-based proteins including InnovoPro’s CP-Pro70.According to InnovaPro, the increasing demand for sports nutritional supplements from countries including the US, Canada, the UK, Germany, Italy and India is expected to drive demand over the forecast period.

In addition, the growing demand for sports nutritional supplementation to promote lean muscle growth, improve performance and stamina, and weight reduction, coupled with the increasing number of gym-goers is expected to fuel market demand.

The rise in new plant-based products is increasing since the market is looking for products which are “free from all”: non-GMO, non-soy, dairy-free and gluten-free. The chickpea protein has an excellent flavor profile as well as unique functionality. It is highly soluble and has a strong emulsification capacity.

“This is just the beginning of many launches in various food categories. During 2019, we expect to see more launches worldwide with our CP-Pro70 in categories such as dairy alternatives, vegan spreads and functional beverages,” says Taly Nechushtan, CEO of InnovoPro.

Nechushtan tells NutritionInsight: “Our chickpea protein concentrate is highly soluble and functional is a premium plant-based protein that can be used in small dosage for its remarkable emulsification properties. As illustrated by recent surveys and trends, the food industry is on a quest for a sustainable, reliable, nutritious and highly-functional plant-based protein. As the process is designed to be cost-effective and widely adaptable, now, for the first time, chickpea protein is within reach of large scale commercial use by the food industry in a variety of food applications such as beverages, mayonnaise, puddings, among other developing products. 

As far as we see it, all the predictions are that not only are plant-based proteins here to stay, they will also increase in demand in the next few years, today plant-based is not just for vegan or vegetarians, there is a growing market of flexitarians that are reducing their overall meat and dairy consumption and are seeking for alternatives from plants,” she says. Also, there is a growing segment of non-GMO and gluten-free consumers that are looking for healthy and tasty food products.”

“We are currently just focusing on the European market and we see traction coming from eastern Europe as well,” Nechushtan adds. 

Pro body, by Hadassa Bymel Pharmacy and Nature, is the first launch of such a product and it contains a blend of plant-based proteins including InnovoPro’s CP-Pro70, chickpea protein, which, according to the company, is highly nutritious and has a good amino acid profile. 

Nechushtan explains that Pro body is made using a sustainable and environmentally-friendly process and the product itself allows to shorten the list of ingredients and to clean their label. “By using our protein, food manufacturers can replace artificial ingredients and other less desired ingredients in various food products,” she says. 

“Rather than targeting the vegetarian and vegan markets, we are responding to consumers who seek to reduce their meat and dairy consumption and consumers who are looking for soy-free, dairy-free or gluten-free products, but are not willing to compromise on the products’ taste,” she continues. “This is a significant market which reaches 50-70 percent of the population in Western European countries and 40 percent of the population in the US.” 

The market for plant-based protein is currently estimated at around US$40 billion. However, InnovoPro is targeting the even-larger US$900 billion market of meat, fish and poultry, which is searching for new opportunities to provide protein-rich products.

In December 2018, InnovoPro raised US$4.25 million in an investment round led by Migros, Switzerland’s largest retailer, and Erel Margalit, Founder and Chairman of Jerusalem Venture Partners (JVP), a leading Israeli Venture Capital fund. 

By Elizabeth Green