Ingredion targets shelf-life resilience with new pea protein for bars

Ingredion has expanded its plant-based portfolio in Europe with the launch of Vitessence Pea 100 HD, a highly functional pea protein designed to solve the persistent firming issues that plague cold-pressed protein bars as they age.

While the sports and nutrition bar market continues to surge, manufacturers have long struggled with the hardening effect — a chemical process where plant proteins interact with moisture over time, turning a soft, chewy bar into a brittle, unappealing one.

Vitessence Pea 100 HD is specifically optimised to maintain a “clean break” and creamy mouthfeel throughout the product’s entire shelf life, directly addressing the primary cause of consumer rejection in the category.

From a production standpoint, the new isolate offers high-density (HD) properties that simplify the formulation of cold-pressed bars. Key operational advantages include:

• Texture stability: minimises the grit and chalkiness typically associated with high-inclusion plant proteins, ensuring a homogenous mix.
• Low flavour profile: the ingredient carries a low pulse/earthy base note, reducing the need for flavour-masking agents and simplifying the ingredient deck.
• Versatility: beyond cold-pressed formats, the protein has demonstrated performance in broader bakery applications, allowing manufacturers to consolidate their protein sourcing across multiple product lines.

The launch taps into the indulgent nutrition trend, where consumers refuse to sacrifice sensory pleasure for health benefits. According to Ingredion’s ATLAS 2025 research, nutritional information is now the third most critical factor on packaging, trailing only brand and the ingredient list. By enabling high protein claims without compromising the eating experience, Vitessence Pea 100 HD allows brands to compete in the premium, high-growth “active lifestyle” segment.

“We identified key consumer drivers — taste, texture, and sensory appeal — in the sports and nutrition bar space, which guided the development of our new plant protein,” says Muserref Karadayi, business manager, healthful solutions EMEA at Ingredion. “Our goal was to maintain smooth, creamy textures and to minimise hardness in cold-pressed bars, without compromising nutrition.”

Trade analysts note that as the UK and EU market for on-the-go nutrition matures, the ability to deliver a consistent sensory experience across a 12-month shelf life will be the defining factor for purchase loyalty in the ambient aisle.