the next plant-based product brief

Taste before technology claims

Technology matters, but consumers do not buy process diagrams. They buy food. 

That means the most important test is not whether a product ticks every innovation box. It is whether consumers enjoy eating it. This philosophy is at the heart of De Bonenboet, a Dutch producer of plant-based products that has built its brand around a simple principle: food should be made from recognizable ingredients, produced sustainably, and taste great. Rather than asking consumers to compromise for the sake of sustainability, De Bonenboet believes plant-based products should be judged by the same standard as any other food, they should be something people genuinely want to eat.

This is an important reminder for the whole category. Sustainability can open the door. Health can create interest. But taste brings people back.

Why ingredient choice matters

Plant-based ingredients bring different strengths. Pulses, cereals, vegetables and fruits can all contribute protein, fiber, color, structure and flavor. But they also behave differently during processing.

Some ingredients create a strong taste that must be masked. Others bring a neutral base that can be flavored more easily. Some absorb water quickly, while others need more careful hydration. Some create attractive natural color, while others are better suited to chicken-style or fish-style products.

White bean fibers are one example of a promising ingredient direction. They offer a neutral taste, light color, dietary fiber and versatility for different product applications. Their mild profile can make them easier to flavor than stronger-tasting protein bases.

Naturalness as a product advantage

A growing barrier for 100% plant-based products is the perception that they can be too processed or artificial. That does not mean consumers reject innovation. It means innovation needs to feel understandable.

Plant-forward formats can help here. Products based on vegetables, pulses, grains and spices do not need to copy meat. They can create their own appeal through color, texture, flavor and visible ingredients.

For manufacturers, this opens room for product creativity. A lentil bite, bean-based snack or vegetable-forward patty can be positioned around taste, nutrition and naturalness rather than direct meat replacement.

Simple does not mean easy

Simple product concepts still require process expertise. A short ingredient list can make processing more demanding because there may be fewer functional ingredients to hide structural problems.

Water binding, cooling, mixing intensity, particle size, forming pressure, coating and heat treatment all need to work together. The aim is to protect the natural appeal of the ingredients while achieving industrial consistency.

This is where product testing becomes essential. Manufacturers can explore different bases, fibers, binders, coatings and cooking profiles before scaling up.

A better brief for the next generation

The next generation of plant-based products should not only ask: “Can we imitate meat?”

It should ask:

• Can we create a product that tastes good?
• Can we use recognizable ingredients?
• Can we make the process efficient?
• Can we deliver consistent quality?
• Can we make it affordable enough for repeat purchase?

That is a more demanding brief, but also a more realistic one.