Yellow Pea Pasta Pioneer ZENB Leads in the Better-For-You Pasta Industry

As consumers increasingly lean towards health-conscious choices, food producers have embarked on a pursuit to deliver offerings that align with these values. Central to this revolution is the emergence of yellow pea pasta. With its rich nutritional profile and palate-pleasing texture, yellow pea pasta is becoming the preferred alternative to traditional pastas. Leading the charge in this segment is ZENB, a brand driven to elevate plant-based foods in taste, accessibility and convenience.

Yellow pea pasta’s burgeoning popularity can be attributed to a variety of factors, key among them being its protein-rich content. Traditional pasta has often been stigmatized as a carbohydrate-heavy food with limited nutritional value. Meanwhile, yellow pea pasta is naturally packed with proteins, offering consumers a healthier alternative without compromising on the cherished texture and mouthfeel of pasta. Additionally, being gluten-free, it also caters to a growing segment of health-conscious and gluten-intolerant consumers.

ZENB, recognizing the potential of yellow pea pasta, has been pivotal in popularizing this ingredient. The brand’s commitment to sustainability, combined with its focus on harnessing the goodness of whole vegetables, positions it perfectly to cater to the modern health-conscious consumer’s ethos.

Related: ZENB Introduces Spaghetti Made from 100 Percent Yellow Peas

By repurposing the often-discarded parts of legumes and vegetables — from skin to stems  — ZENB offers a wide spectrum of flavors and nutrients without sacrificing taste. A brand with a strong presence in Japan and the UK, ZENB made its US debut in 2019 and rolled out a unique pasta in November 2020, crafted solely from yellow peas. Since then, the brand went from shipping directly to consumers to expanding into brick-and-mortar stores like Sprouts and Jewel-Osco. 

ZENB recognized that the better-for-you movement in the pasta space is not merely a passing trend. As consumers worldwide become more educated about their dietary choices, the demand for nutritionally dense, environmentally sustainable and ethically produced foods continues to rise. 

The environmentally-conscious consumer will appreciate the sustainability aspect of yellow pea pasta. The production of yellow peas requires less water and land compared to other crops, making it a more eco-friendly choice. Brands that adopt and promote such sustainable practices, like ZENB, find themselves better positioned in the market, as they resonate with the modern consumer’s values.

But it’s not all about nutrition and sustainability. After all, taste remains paramount. This is where yellow pea pasta truly shines. Unlike some other better-for-you pastas that might require an acquired taste or may not blend seamlessly with traditional pasta recipes, yellow pea pasta boasts a neutral flavor profile, making it suitable for a plethora of recipes. From cold pasta salads to hearty spaghetti dishes, yellow pea pasta can easily substitute traditional pasta in any dish.

While ZENB has had undeniable success, it is not without competition in the better-for-you pasta market. Perhaps one of the most well-known brands in this space, Banza pasta is made primarily from chickpeas and boasts higher protein and fiber content compared to traditional pastas. Even well-known pasta brands like Barilla have ventured into the market, offering a line of legume pastas, including a red lentil variant.

But the standout star, for now, is yellow pea pasta. Its unparalleled combination of nutrition, sustainability and versatility gives it an edge. And ZENB, with its commitment to holistic well-being and sustainability, is poised to lead in this transformative era. Brands and producers looking to stay relevant would do well to take a leaf out of ZENB’s book, recognizing the enormous potential of the better-for-you pasta segment and, more specifically, the wonders of yellow pea pasta.