T. Hasegawa Introduces PLANTREACT Flavor Technology to Produce Authentic Tasting Plant-Based Proteins

Proprietary reaction technology replicates the complex flavor profiles of animal proteins for vegan products — addressing consumer demand for better tasting plant-based proteins.

CERRITOS, Calif., May 8, 2025 /PRNewswire/ -- T. Hasegawa USA Inc., one of the world's top flavor manufacturers, is responding to consumer demand for better tasting vegan proteins with a breakthrough technology that redefines plant-based protein flavor.

Today, the California-based company announces the launch of PLANTREACT™, a natural, science-driven flavor technology designed to replicate the complex, savory taste of animal proteins in plant-based foods. Using advanced reaction flavor techniques — like Maillard reactions and biotransformation steps like enzymolysis, and fermentation — PLANTREACT delivers authentic chicken, beef, pork, and milk profiles in fully vegan applications, ensuring plant-based products taste just as rich and satisfying as their animal-based counterparts.

The true-to-life flavor profiles produced with T. Hasegawa's PLANTREACT solve one of the industry's biggest challenges: making plant-based proteins more appealing. According to Mintel¹, the U.S. market for plant-based proteins was $1.225 billion in 2024, but the category declined 9.6 percent over the last year. Despite more than a quarter of U.S. consumers saying they limit or eliminate animal proteins in their diet¹, the market for plant-based proteins is declining and flavor is among the biggest reasons for this decline. A 2024 Mintel survey¹ found that 36 percent of U.S. consumers claimed the reason they did not purchase plant-based proteins more often is because they didn't taste great. 

"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, " said 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."

The proprietary technology was developed over a 6-month period as part of T. Hasegawa's "Bridge to Tokyo" program, which combines the R&D expertise and innovations of the company's global headquarters in Japan and its California-based U.S. subsidiary.

PLANTREACT launches with formulations in beef, chicken and pork flavors along with milk, which aims to solve manufacturing challenges in producing vegan products by delivering a creamy, rich taste that serves as an alternative to dairy products. Within each meat alternative flavor, T. Hasegawa targets a range of applications that replicate the specific flavor profile of cooked proteins such as steak, burger patties, chicken tenders, battered/breaded par-fry, sausage and more. PLANTREACT flavors are all natural, so they can maintain clean label guidelines and are heat stable, ensuring a consistent taste regardless of cooking processes. All PLANTREACT flavors are available in a range of delivery systems, including liquid and dry paste.

For more information on T. Hasegawa's PLANTREACT, visit www.thasegawa.com/plantreact/ or call (866) 965-0502.

About T. Hasegawa USA, Inc.
For more than a century, T. Hasegawa has made 'Life Taste Better' through custom flavors and fragrances developed for the world's top food and beverage brands. T. Hasegawa is recognized around the world for its innovation and product differentiation, which builds our clients' product flavor to unparalleled standards. Through a passion for culinary creation and a strong faith in the power of aroma and taste, T. Hasegawa's flavor experts work to improve the way we experience food and beverages. Learn more at www.thasegawa.com. 

Media Contacts:
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Rocket Launch PR
cwhitley@rocketlaunchagency.com

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SOURCE T. Hasegawa USA, Inc.