The Market Hook: The Clean-Label Protein War
By 2026, consumers are ditching whey for plant proteins (Pea, Mung Bean, Soy), but they refuse to settle for the "grassy" or "cardboard" taste associated with them. The success of a protein brand in 2026 is 10% its nutritional profile and 90% its flavor masking. If the "beany" aftertaste isn't solved, the product fails. This has made "Masking Technology" the most sought-after solution for R&D Managers in the functional snack and RTD beverage sectors.
The R&D Challenge: The Bitter Peak and Metallic Lingering
The Astringency Clash
High protein loads, especially in "Clear Protein" drinks, leave a dry, metallic sensation on the tongue that traditional sweeteners (like Stevia) only amplify, creating a bitter-sweet clash.
Aroma Competition
The "Earthiness" of plant protein is so strong that it often "mutes" expensive flavors like Chocolate or Strawberry, forcing brands to over-dose on flavorings, which drives up the COGS (Cost of Goods Sold).
The BénBérg Solution: Omni-Mask™ Receptor Technology
BénBérg Arôme provides Omni-Mask™, a holistic system that targets the science of taste perception.
TAS2R Bitterness Blockers
We don't just "cover" the taste; we use natural molecules that temporarily inhibit the bitter receptors on the tongue, allowing the primary flavor (e.g., Vanilla) to shine through without the protein interference.
Mouthfeel Enhancers
We incorporate flavor modulators that mimic the "lubricity" of fats, counteracting the dry, chalky texture of plant proteins and making the product feel "indulgent" rather than "functional."
Application Strategy: The "No-Off-Note" Vegan Protein Shake
Concept: Velvet Vanilla & Almond Protein RTD. Utilizing Omni-Mask™ to create a plant-based shake that is as smooth and clean as a dairy milkshake, allowing for a premium price point and high consumer retention.