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Zen B is a two-year-old Chicago-based startup from Japan’s Mizkan Group. “Plantful Approach” When it comes to standing out in the plant-based, natural and organic market. The company focuses on gluten-free pantry staples, with brands like Banza and Jovial Foods selling other products like gluten-free plant-based pasta and pizza dough, making it an already saturated market. We are trying to enter a field that is in a state of flux. Even Barilla, a big name in the pasta industry, boasts a gluten-free range.
But the brand is confident it can differentiate itself. Won products from competitors with the help of yellow peas, which are the main ingredient in all products.
The 5-year-old company’s products include skillet sauces and microwaveable meals in bowls. Pasta, vegetables and cracker chips. At the recent Expo West, Zen B’s head of storytelling said the company is looking to expand into other categories, including: Ramen. All products use yellow peas, which are similar to chickpeas. Contains higher protein and fiber content.
“We are an ‘arrowhead’ brand,” said Hugo Perez, chief marketing officer and head of storytelling at Zen B. He said this at Expo West on March 13th. We seek to create trends by understanding consumers. ”
Zen B started two years ago as a direct-to-consumer brand on Amazon. Zen B products are now available in retail stores at Sprouts Farmers Market stores nationwide.
Zen B As Perez said, the company has also launched a mobile kitchen where consumers can sample the products.
“We’ve held 62 events so far, and the events are like mobile kitchens where people can experience the brand. Seeing is believing,” he said.
The company’s mission is to revolutionize yellow peas. Zen B claims its products are good for consumers and the environment without compromising taste or texture. Perez said as the company considered its brand. flexitarianthe Vegan and gluten-free products resonate with consumers regardless of their dietary habits.
A space centered around plants is depicted In recent months, he has been criticized for being divisive. It’s also similar in terms of its message to consumers that it’s not completely plant-based, but also in that it doesn’t have all the clean ingredients in its products.
Zen B attempts to distance itself from such criticism through its ingredient list. that cracker, For example, all pasta variations are made with only one ingredient: yellow peas, whereas they are made with organic yellow peas and other ingredients such as olive oil, Himalayan pink salt, nutritional yeast, onions, and white pepper. is.
“From the beginning, we always wanted to create foods with benefits such as high protein without compromising taste and texture,” says Perez.
