The ongoing backlash against plant-based meat that mimics its animal counterparts is opening the door for a new generation of plant-based protein products – like instant chia pudding mix recently launched by Nourish – which prize clean ingredients and high-quality nutrition while also celebrating plants as plants.
“People are really just wanting to go back to basics,” said Ari Beetz, the founder of the startup Nourish, which debuted in late 2024 with a protein-packed chia pudding mix.
She explained the hype around leading plant-based brands that mimic animal proteins has “dropped because they have a lot of preservatives, fillers and people are really afraid of artificial ingredients. So, I think what is next on the frontiers for plant-based products are clean and healthy and really focusing on the plant-based aspect without adding the additional fluff that we don’t really need.”
Likewise, she said, consumers are looking for plant-based proteins that don’t pretend to be “something else,” like an animal protein or which is shaped into a patty, filet, nugget or sausage.
Alternative proteins 3.0: Balancing consumer demand for health and taste
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More protein from higher-quality sources
Consumers also are no longer willing to settle for plant-based products with only single digit levels of protein or sources of the macro-nutrient which are incomplete or difficult to digest, said Beetz.
“Having a product that has 5 or 6 grams of protein may not be enough for the average consumer – especially if you are looking for a meal alternative,” she explained, adding that “there is more and more research coming out that you need to at least hit that 20 gram threshold to sub as a meal and for snacks it is about half of that.”
Consumers also are more sophisticated about the type of protein and looking for “full” plant-based proteins with all nine essential amino acids in consistent amounts, she said.
To meet evolving consumer demand for clean, high-quality protein, Nourish recently launched its flagship product: a high-protein, instant chia pudding that was designed to support gut health and balanced blood sugar levels while also delivers a whopping 22 grams of plant-based protein and 5-6 grams of fiber per serving with only 10 grams of net carbs and no additional binders, fillers or added sugar.
“The idea behind it is to get your protein in a non-chalky texture and a delicious creamy taste,” but without added binders, fillers and artificial ingredients, said Beetz.
She explained Nourish’s instant chia pudding mix is made with finely ground chia “leftovers” from the creation of cold pressed chia oil, which the brand is “rescuing,” and which helps create the puddings texture. It also includes pea protein as a complete source of protein and sprouted brown rice to increase nutrient digestibility.
“By having the combination of those three, you don’t get too much of the taste either, so don’t really get that chalky texture,” she added.
With the addition of coconut milk powder, Beetz said the pudding evokes a nostalgic feeling of a breakfast she ate growing up in Peru, which is reinforced by the addition of two flavors that have a “Peruvian twist.”
The first is Lucuma Almond Spice, which blends Lucuma – a “Peruvian superfood that has prebiotic properties” and “looks a little bit in between a sweet potato and a mango and it tastes a little bit like butterscotch pumpkin,” said Beetz.
“My dream and my goal would be to make Lucuma the next açaí because it is so delicious and it has all these health benefits,” she added.
For the less adventurous consumer, Nourish also comes in Dark Chocolate Chip Cacao Nib Bliss which with the addition of a bit of cinnamon tastes like Peruvian hot chocolate, said Beetz.
Healthy convenience
Beyond offering a nutrient-dense and protein-packed plant-based product, Beetz also wants to make “convenience healthy.”
She explains that her “core goal” is to make convenient foods that are healthy for people and the planet.
While Beetz also wants to make the product accessible – which is why she made it shelf stable and why she is keen to lower the price point, which is currently about $5 per serving. To do this is she trying to boost production for economies of scale and wants to launch single-serve sizes at a lower price point, which also are easier to eat on-the-go.
Beetz said she also donates product to the community through buy-one, give-one campaigns as well as donating to consumers who are struggling, like those affected by the Los Angeles fires.