Riding on popularity of pulses, Puris unveils new branding and ingredient line

World Food Processing rebrands to trendier, 'retail-ready' Puris

Pulse-focused ingredient manufacturer and supplier Puris, formerly known as World Food Processing, debuted its new company name, logo, and direction at this year’s IFT food expo in Las Vegas.

“Puris has been our ingredient trade name for a long time, it’s been a beacon for our growers,” Tyler Lorenzen, president of Puris, told FoodNavigator-USA at the expo.

Since the company’s conception, started by Lorenzen’s father, it has championed collaboration with local farmers to grow organic pulses, placing emphasis on the traceability and ‘purity’ of its ingredients. Hence, Puris, a play on ‘pure is,’ was chosen to be the new focal point of the brand.

With the name change came a new logo and image—a geometric P and the name PURIS in a bold typeface. From its website to marketing materials, presentation is sleek, stark, minimalistic, and monochromatic, a trend in packaged food and beverage finished products on shelves today.

The idea was for the company’s products to seem less like ‘raw ingredients’ and more retail-ready, packing both flavor and nutrition. “We want to show how close all of this food is to retail, how ready the products are to launch at scale,” Lorenzen said.

The new focus rides on the booming consumer demand for plant-based products in various parts of a grocery store’s center—from pulse pastas to plant protein powders to pulse crisps. The plant-based CPG market is valued at around $4.9bn in 2016, according to data by SPINS.

Reducing food waste by using the whole plant

At the show, the company is also introducing a line of starches derived from the pea plant, which includes native starch, instant starch, and maltodextrin.

“With as little waste as possible, we want to use the whole pea,” Lorenzen said. From the plant, the company separates the protein, starch, fiber, and syrup, and sells each part as a separate ingredient.

Though Puris works with multiple pulses for its Whole Pulse Powder product, from chickpeas to lentils, peas currently are the only crop which the company is using as a whole for various ingredients, but Lorenzen said the company will keep testing out new extraction and manufacturing processes to build its portfolio.

“Most people want what’s good for the world, and what’s best for the world is limited waste and using the most of one crop as you can,” Lorenzen said.

Related News

IFT 2017: Gums, stabilizers, advantame, and stevia

IFT 2017 part three: Plant-based formulation challenges, and where next for stevia?

Trendspotting Expo West 2017: From plant protein to probiotics

GALLERY: Trendspotting at Expo West 2017: From plant protein to probiotics

Protein bar brand PowerBar jumps on plant-protein bandwagon

Protein bar brand PowerBar jumps on plant-protein bandwagon

Photo: iStock/a_namenko

BC30 probiotic may help with plant protein digestion, according to new Ganeden-backed study

'Oat is a unique cereal due to its relatively high protein content and distinct protein composition compared to other cereals,' write the authors.  © iStock/Skorpion1

Enzymes key to improving plant-protein stability, study finds

Visitors to Expo West can get a sneak preview of the new plant-based milk at Expo West booth #4339

Bolthouse Farms showcases pea-based plant protein milk at Expo West ahead of summer launch

Chickpeas, the next big thing in plant-based protein, says CHiCK.P

Move aside peas... chickpea protein has just as much potential, claims Israeli start-up

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.