Inside BENEO’s new pulse plant: pioneering sustainable protein from faba beans
The initiative’s new way of doing things mixes old plant knowledge with new taste science and AI
NutrifyGenie AI is starting The R&D Grail, a global study series that starts in India. Its goal is to break down what scientists call the ‘Organoleptic barrier’, which is a fancy way of saying this tastes terrible and ‘I am not taking it anymore.’
The initiative’s new way of doing things mixes old plant knowledge with new taste science and AI. Scientists are making supplements that people actually want to take instead of making people put up with bad flavours for health advantages.
One of their most famous inventions is the fenugreek-vanilla tango. Fenugreek is recognised for helping with blood sugar, and scientists have learnt to mix its naturally sweet notes with vanilla to make a bitter medicine taste like dessert. They use cutting-edge microencapsulation technology to keep the health advantages while adding flavours that make your taste buds happy.
The research team said, “We are not just hiding bitterness anymore. We are making sensory experiences with several layers, from the first smell when you open the bottle to the nice aftertaste that stays with you.”
The Indian-led project is changing that assumption by using pharmaceutical-grade taste science on natural health items.
Their method includes:
Smart pairing strategies: Turmeric with cocoa notes, bitter gourd with citrus brighteners, stress-fighting adaptogens with chai-inspired spice blends
Advanced delivery systems: Gummies that protect sensitive nutrients, chocolate formats that make antioxidants feel like treats, and even frozen novelties that deliver probiotics
AI-powered optimisation: Using AI to guess how different groups of customers will like certain flavour combinations before spending a lot of money on product development
The project wants to grow beyond India to Southeast Asia, the Middle East, Europe, and North America, where it will adapt local plants and tastes. Each site will look at how to turn traditional plants into useful and attractive health products for everyday use.
Amit Srivastava, Chief Catalyst and Founder, Nutrify Today, mentions, “When healthy choices are also enjoyable choices, people naturally make better decisions. We could see major gains in people’s health if we could make nutritional supplements as tasty as junk food.”
The study programme directly targets numerous consumer pain points that have hampered the supplement industry’s growth:
Compliance fatigue: Research indicates that the primary reason individuals abandon supplement regimens is due to taste, rather than cost or doubts over efficacy.
Acceptance by the family: Parents frequently have a hard time finding supplements that everyone in the family will take regularly. Bitter flavours can often make taking supplements feel like confessing to being sick instead of trying to get better.