• In the context of an increasingly health-oriented food market, consumers around the world are showing increased interest in bakery products, breakfast cereals and snacks that combine nutritional value with taste pleasure.
Recent statistics show that nearly 60% of shoppers carefully examine product labels, prioritizing claims related to health benefits and natural ingredients. In particular, added fiber to support digestion and reduced sugars or calories for weight control are becoming essential criteria in purchasing decisions.
However, consumer demands do not stop there: 78% of them consider price a decisive factor, and 70% emphasize flavor. This delicate balance represents a major challenge for manufacturers, who must innovate to offer foods that are not only nutritious, but also affordable and delicious. Against this backdrop, plant-based proteins are emerging as promising solutions, but not without obstacles. The high costs of extraction and specialized processing make these ingredients expensive, and issues related to flavor, texture and integration into recipes add complexity to the whole process.
Plant-based proteins often bring undesirable taste notes, such as bitterness or an overly intense aroma, which can dominate sensitive formulas in bakery products. The higher the amount of protein, the more pronounced these side effects become. However, their functional benefits are undeniable: they enrich products nutritionally, induce a feeling of satiety and contribute to the final structure and consistency, transforming them into valuable allies for formulators, even if they are technologically demanding.
Real health benefits
Similarly, the integration of large amounts of fiber poses comparable challenges. Too much can cause color changes or alterations in the flavor profile, leading to negative perceptions from consumers, who often associate fiber-rich products with rough, dry, or unpleasant textures. Beyond sensory aspects, fiber influences dough processing, the amount of water retained, and the final volume, making it difficult to achieve a uniform consistency. Despite these impediments, fiber offers essential benefits, such as promoting satiety, supporting digestive health, and helping to maintain healthy cholesterol and blood sugar levels.
To overcome these barriers, manufacturers are exploring alternative sources of raw materials beyond conventional options. This is where protein derived from barley, an ancient and economical cereal, comes in, capable of supporting innovation and diversifying the range of bakery and snack products.
How can this old resource become a catalyst for differentiation in the market?
Barley, one of the oldest grains cultivated by mankind, retains its relevance in contemporary diets due to its image as a whole, minimally processed ingredient. Used in the diet for thousands of years, it offers a sustainable profile: resistant to varying climate and soil conditions, requires less water and fertilizer than many other staple crops, and improves soil health through crop rotation. These qualities position it as an environmentally responsible choice for modern food production.
Beyond environmental concerns, barley is recognized for its high protein, fiber, and essential micronutrient content, which supports digestion, blood sugar and cholesterol control, and a feeling of fullness. Its familiar image as a whole grain attracts consumers looking for clean, natural options in baked goods, snacks, breakfast cereals, and other grain-based products, adding subtle toasted grain notes, appealing textures, and a functional profile.
In this innovative landscape, ClonBio group, a leader in grain processing, operates the world’s most advanced grain biorefinery and the largest biofuel production facility in Europe. The facility processes 300.000 tonnes of barley annually, generating sustainable protein for food, renewable energy and biomaterials. Adopting a circular, zero-waste model, the biorefinery optimizes efficiency, minimizes environmental impact and integrates renewable energy sources, achieving both economic and ecological benefits.
PurusPro – revolutionary product
ClonBio Foods, an Irish company specializing in cutting-edge alternative proteins and fibers, has developed PurusPro®, a barley protein concentrate. This product addresses three major industry challenges: cost, taste and sustainability. Following the principle of integrating grains into similar formulas, PurusPro fits intuitively into bread, pasta and breakfast cereal recipes, resonating with consumers’ familiarity with barley as a natural and whole ingredient. Nutritionally, it offers over 60% protein and up to 20% fiber, with a light brown color and subtle cereal notes, allowing for easy integration without dominating flavors.
Through its combination of nutrients, functional performance and sustainability, PurusPro allows manufacturers to create appetizing and healthy products, tailored to market demands.
A concrete example comes from bakery applications. The demand for breads rich in protein and fiber is constantly growing, with consumers preferring whole grain, nutritious and tasty options. Baking tests have shown that incorporating 15% PurusPro into formulas raises the protein level from 8% to 12%, providing about 9 grams per 70 gram serving. The result: a pleasant toasted grain taste, a crumb with a pleasant appearance and a resistant structure, supported by a balanced network of gluten and clean-label additives. The crust remains similar to that of whole grain breads on the market, and baking losses remain predictable, ensuring stable commercial yields. Thus, PurusPro facilitates the creation of nutritionally improved, visually attractive and easy-to-process breads, aligned with health and clean labeling trends.
Multiple uses
In the field of crunchy snacks, such as crackers, PurusPro demonstrates remarkable adaptability. Consumers are looking for protein and fiber-rich options without compromising on texture or taste. In experiments, replacing 20% of wheat flour with PurusPro in dairy and egg, egg-only or completely vegan versions resulted in stable and elastic doughs, easy to shape and roll, suitable for industrial production. The finished products presented a uniform color and varied textures: crispy and delicate texture in the dairy version, rustic and firm in the egg version, and very dry and crunchy in the vegan version. The mild cereal notes enhanced the flavor without creating a bitter taste. Nutritionally, the proteins reached 16,6-19 grams per 100 grams, qualifying the products as "rich in protein", and the fiber reached 4,5 grams per 100 grams, supporting claims of "source of fiber".
Last but not least, in the extruded products segment – from snacks to breakfast cereals – PurusPro contributes to market growth, driven by the demand for convenient and nutritious options. Incorporated up to 40% in recipes alongside cornmeal for snacks or barley for cereals, the product maintains good flow properties in mixing and extrusion processes, without affecting the specific mechanical energy. Texture analyses show hardness and crunch comparable to commercial references, and in consumer tests, cereals with PurusPro achieved higher preference scores, especially after soaking in milk. These innovations reduce carbohydrate content, while increasing protein and fiber, for healthier products.
As consumer preferences evolve, adapting to sustainability requirements becomes imperative, without sacrificing taste, nutrition or affordability. Solutions like PurusPro can drive the industry forward, promoting higher standards of environmental stewardship and nutritional enrichment.
Article source: ClonBio Foods: Creating the Next Generation of Natural Plant Proteins and Fibers.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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