TRENOS SiGINT: The Pea Protein Clean-Up Act
- JC - Analyst
- Jun 4
- 1 min read
JC-Analyst | 3 June 2025
High-performance, clean-label pea protein texturiser aims to disrupt plant-based binder systems and redefine functional ingredients in alt-meat.
Human Factor
Consumers are done with mystery meat 2.0. This shift toward recognisable, simple, high-function ingredients reflects a broader rejection of ultra-processed narratives in the plant-based aisle. Meala’s pea protein offers both emotional and nutritional reassurance.
TRENOS Metrics Snapshot
Metric | Value |
Signal | Functional clean-label pea protein |
Data Point | Replaces hydrocolloids and modified starches |
TikTok Views | <5K (niche awareness, early adopters) |
Retail Footprint | Launching in Europe via dsm-firmenich |
Ingredient Format | Biotech-modified whole pea protein |
Product Range | Burgers, nuggets, sausages, alt-meat base |
Consumer Segment | Flexitarians, Clean-eaters, EU Plant-based Shoppers |
Brand Origin | Israel |
Export Status | Active rollout in Europe, global pending |
Trend Classification | Clean-label innovation / Texturising tech |
System Pressure Point | UPF rejection, formulation fatigue, ingredient bloat |
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