FE1970v42i10p140_swift_texgran

This company is advertising its vegetable protein by mentioning its low cost and inconspicuous blending. It is in black and white and has images of spoons with bites of food, probably those that have been enhanced with the protein. 

The incomparable, but inconspicuous improver. SWIFT’S TEXGRAN is the textured vegetable protein that does far more than not meet the eye. Besides blending inconspicuously with the other ingredients of your prodcut, it’s specifically designed to improve consumer acceptance at low end cost. Here’s what makes TEXGRAN such a big improver: a texture, when hydrated, like striated meat; a choice of particle size and density for inconspicuous blending; particles that retain integrity and storage; an extra bland taste that disappears through ready acceptance of flavors, color, and juices. Also a very fast hydration (can absorb 300% of its weight in 10-15 minutes) and the ability to be added at any point in your process with complete control. TEXGRAN can, and will, improve the appearance, body, mouth feel, and protein value of your product for just about nine cents a pound, ready to cook. 

The ad describes how textured protein can mimic the physical properties of meat.

By focusing on the low cost of nine cents per pound, the company highlights the economic pressure to replace expensive animal proteins. It shows how mid-century food science prioritized creating invisible substitutes that consumers would readily accept. Georgia Salcau