New Plant Protein Brand Longève Debuts Clean Label & Shelf Stable Crumbles

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Longève, a new plant-based brand based in Los Angeles, has debuted its line of shelf stable, clean labelled vegan crumbles made from pea protein. Described as a product “designed for the flexitarian”, the new convenient plant-based substitute can swap out ground beef or minced meats in recipes and is billed as “one of the cleanest meat replacements on the market”. While the overall plant-based market has undergone major growth, there has been growing demand for products with clean ingredient profiles from increasingly health-conscious shoppers.

Longève, a plant-based protein brand launched by Irvine-based venture studio and accelerator Cie and CPG industry veteran Douglas Kantner in November 2020, has just launched its first line of vegan pea-based protein products. While the Plant-Based Protein Crumbles can be reconstituted in hot water within five minutes before being used to substitute minced meats, the Breadless Crumbs are designed to replace traditional breadcrumbs in recipes. 

Both 100% vegan and shelf-stable products are made from non-GMO pea protein, free from soy, additives and are also certified gluten-free, and boasts what the brand’s co-founder and CEO Kantner bills as the “one of the cleanest meat replacements on the market”. 

“All of our products are clean label and made with minimal ingredients and no additives. We use 100% sustainable pea protein as the sole ingredient in our Plant-based Protein Crumbles and Plant-Based Breadless Crumbs, and we’re extremely proud of the fact that they’re Project Non-GMO Certified, Certified Gluten-Free, NSF-certified Plant-Based, and soy-free,” said Kantner. 

So many consumers are looking for plant-based protein. Especially clean label foods with nutritional value.

Douglas Kantner, Co-Founder & CEO, Longève

Currently, Longève’s products are available for purchase in the U.S. via its direct-to-consumer website, e-commerce giant Amazon, as well as select retailers nationwide. While the brand has yet to reveal further expansion plans, it says that it will be bolstering its retail and distribution footprint throughout 2021. 

Longève believes that amid the plant-based boom, a trend that has taken off globally since the coronavirus pandemic, it will stand out amongst its competitors due to its minimally processed ingredient profile as consumers demand not only sustainable, cruelty-free alternatives, but products that also deliver on nutrition and health.

 “So many consumers are looking for plant-based protein,” said Kantner. “Especially clean label foods with nutritional value. We listened and created Longève, a single-ingredient protein that adapts to the diversity of meals that Americans cook today. We can’t wait to get Longève into more kitchens.” 

“Currently the meat alternative market is saturated with over-processed substitutes. Longève’s uniqueness in being a cooking ingredient is a major benefit but also something which we must support by carefully listening to the customers’ perceptions and real-world needs,” added John Montgomery, chief design officer at Cie. 

Other plant-based brands that are presenting similar health-focused offerings, such as fellow Los Angeles-based startup Daring, have seen investment pouring in as industry watchers closely eye opportunities in the exploding alternative protein sector. 

Currently the meat alternative market is saturated with over-processed substitutes. Longève’s uniqueness in being a cooking ingredient is a major benefit but also something which we must support by carefully listening to the customers’ perceptions and real-world needs.

John Montgomery, Chief Design Officer, Cie

Daring, known for its plant-based chicken made from non-GMO soy protein and natural flavourings, recently closed an impressive US$8 million Series A led by Maveron, the venture capital co-founded by Starbucks’ Howard Schultz.

Speaking at the time about its decision to back Daring, managing partner at Maveron Dan Levitan said: “We are in the early innings of the plant-based movement. The next wave of plant-based alternatives need to be significantly less processed with a cleaner ingredient profile to win the hearts, minds and stomachs of consumers.”


All images courtesy of Longève.

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