It wasn’t long ago when health-conscious consumers—and those with ethical, moral, financial or sustainability concerns about animal-based proteins—either compromised their convictions or navigated the tedious path of vegetarians in order to consume a complete amino acid profile via plant-based proteins. Now, however, consumers have increasing plant-based protein options to maintain good health. One that we’re quite excited about here at Sweet Additions—actually a range of products in that it’s available in Certified Organicand non-organic formulations, as well as in various concentrations—is our RicePro Brown Rice Protein. Both Organic RiceProand RiceProare 100% plant-based nutritive protein concentrates produced by partial enzymatic conversion of brown rice that separates the carbohydrates from the proteins. This process yields a gluten free ingredient with a complete amino acid profile in an odorless powder form with a bland flavor and no sweetness added. But it’s RicePro’s odorless and bland flavor qualities that consumers are indirectly concerned with and that a number of manufacturers in the healthy food and drink industry focus on. Because, as it turns out, although consumers might initially be driven to foods and drinks containing plant-based proteins because of health-related reasons or moral and ethical concerns, what they end up purchasing is still largely dependent on taste. According to Mintel, one of the world’s leading trackers of consumer purchases, a whopping 52% of U.S. adults report that taste is the reason they opt for healthy foods containing plant-based proteins in lieu of dairy or other animal-based proteins. So, says Mintel, taste is still kingeven in the health-conscious market, with those consumers advocating environmental protection, animal welfare and even “because it’s better for you” ranking lower in their motivations for purchasing healthy foods and drinks containing plant-based proteins. What does this mean to manufacturers of healthy, natural and organic foods and drinks? Well, you may get them to purchase your product the first time because no cows were involved in the production of your almond milk. Your snack bar may be Certified Organic or non GMO conventional. But if it doesn’t taste good, your best customer—the one you’ve sold to once—won’t stick around to purchase a second time; you’ll lose that sale, and the next one and the next, to your competitor’s product that DOES taste good. Why not start with a 100% plant-based brown rice complete protein concentrate that pushes ALL the right buttons for you as a manufacturer AND for the consumer, who talks a great game about health or ethical dilemmas, but ultimately buys for the same reason we all do, taste? RiceProand Organic RiceProare highly versatile, allergen friendly alternatives to soy and dairy, safe for infant consumption, available in a range of concentrations to suit your particular needs and can be customized to suit proprietary recipes. Oh, and that great taste you work so hard to achieve? It stays every bit as delicious as the consumer wants it to taste.