CJ hopes to topple MSG with new, natural flavor enhancer

CJ CheilJedang's plant-based flavor enhancer, TasteNrich. [CJ CHEILJEDANG]

CJ CheilJedang announced Tuesday the launch of TasteNrich, a flavor enhancer made with all natural ingredients that the company is hoping will appeal to the growing number of health-conscious consumers uncomfortable with the use of MSG and yeast extracts.

TasteNrich is an umami flavor additive made with plant-based extracts released during fermentation, setting it apart from rival products like MSG that require chemical refining, according to the company.

CJ CheilJedang had previously partnered with food manufacturers in the United States and Europe to supply its enhancers. The company said in a statement that the new product will be manufactured on a separate production line in the company’s production plant based in Indonesia.

Depending on the food standards in different countries, TasteNrich is classified as either natural flavoring or a natural food ingredient. Its target is global food manufacturers trying to satisfy a growing consumer trend toward healthy, organic and vegan foods.

The company plans to expand its products to other health-friendly processed foods such as meal kits, alternative meats and home meal replacements.

While natural food enhancers currently account for 18 percent of the $5.7 billion food additive market, its share has been growing around 6 to 10 percent every year, and is expected to reach 2 trillion won ($1.6 billion) by the next five years.

“We hope TasteNrich will provide a solution for global food producers looking to make healthier products,” said an official from CJ CheilJedang. “We are confident that our flavor enhancers will generate new growth for the company in the food ingredients market.”

BY KANG JAE-EUN [kang.jaeeun@joongang.co.kr]