From vegconomist.com
Three new plant-based milk products have recently launched in the US, signalling continued growth and diversification in the plant-based beverage market.
Despite an eight percent decline in unit sales, the plant-based milk category remains the largest in the US plant-based sector, generating $2.9 billion in annual sales, according to Statista.
“Consumers are looking for drinks with outstanding flavor along with top-notch nutritional benefits”
The segment continues to see innovation and expansion, with these new entries from GROUNDED, Whole Moon, and Edenesque prioritizing clean ingredients, nutritional benefits, and sustainable practices, as companies compete for a growing base of health-conscious consumers seeking alternatives to traditional dairy.
This diversification includes the use of new ingredients like pistachios and watermelon seeds, as well as innovations in functionality to achieve that desired froth for coffee-based drinks.
Edenesque’s chef-crafted, mission-driven plant milks
Edenesque, a chef-crafted plant-based milk company, has launched its debut line of pistachio and oat milks. The New York-based, BIPOC- and LGBTQ-owned company highlights its mission-driven approach, particularly through its Edenesque Food Insecurity Initiative, which works to reduce food insecurity in New York State by partnering with local organizations such as Greater Hudson Promise and Long Table Harvest. Edenesque plans to expand this model nationwide.
The brand’s product lineup includes Unsweetened Oat Milk, Barista Blend Oat Milk, and Barista Blend Pistachio Milk. All products are free from additives, preservatives, and fillers, using what the company claims are the highest concentrations of oats and nuts of any plant milk on the market.
Edenesque’s products are currently available in Whole Foods stores in New York and Connecticut, Joe Coffee locations, and select local retailers, with national shipping to begin November 1, 2024.
Whole Moon introduces whole-ingredient plant milks
Whole Moon products are available in almond, oat, and pistachio varieties and contain no added oils or artificial flavors. Each product is vegan, kosher, gluten-free, and non-GMO Project Verified. Available in retailers such as Shoprite and Fairway, Whole Moon plans to expand its distribution to Fred Meyer and Mother’s Market later this year.
The company aims to offer plant-based options that do not sacrifice taste or nutrition, with president Susan Knight stating, “Consumers are looking for drinks with outstanding flavour along with top-notch nutritional benefits, and Whole Moon delivers. In fact, we are finding that Whole Moon tastes so delicious that people want to drink it by the glass.”
GROUNDED expands to US market with Whole Foods launch
GROUNDED’s products have a 100% plant-based and minimalist ingredient list. The M*lkshakes, which deliver 20 grams of protein per serving, contain simple ingredients like sunflower and pea protein, organic cocoa, and coconut cream. The brand’s ethos is ‘Nothing fake in our shake,’ with recipes that are free from artificial additives and gums, differentiating them from more processed options in the category.
Co-founder Gabriel Bean noted the importance of the US market, where consumers have become increasingly educated on food quality. He states, “They understand the importance of using real, whole ingredients over synthetic ones. These are the people we’re speaking to, and we’re excited to bring them a product that matches their values without compromise.”
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