T h e B u s in e s s Of D a ir y from something made out of plants. But, we didn’t create Dairy+Milk Blends to change anyone’s minds on that. What we did do is find more opportunities for dairy by leveraging the popularity of plant-based milks and came up with what we call “the best of both worlds.” Our real message here is “real dairy milk blended with plant goodness” with an emphasis on the dairy. Initial samplings were very wellreceived and that’s made us more interested in this space. Taste and nutrition are the key drivers of this product, as our product delivers five times the protein of most plant-based dairy alternatives and is a winner with consumers for its delicious and refreshing taste. Our data shows that 42% of consumers buy both dairy and plant-based products anyway. We wanted to continue to keep dairy strong and deliver a delicious and nutritious product to those that might be on the verge of switching over to plantbased beverages entirely. We look at Dairy+Milk Blends as a way to keep consumers in the dairy space, rather than risk that they will migrate completely to a plant-based diet. Unfortunately, some of the nutritional value of plant-based products is only perceived by the consumer. Certainly, there is plenty of data to show that cow’s milk is much more nutritious and really packs the protein. But, sometimes, perception is everything, and that seems to be where the dairy industry is at right now when it comes to plant-based dairy alternatives. Like it or not, our perspective is that consumer demand is changing. We hope the introduction of Dairy+Milk Blends makes dairy feel modern and contemporary while offering something different that consumers will really like.
NED: How has the roll-out of Dairy+Milk Blends been going so far? RK: We only just introduced this product in the Northeast in the first quarter of 2021. Already, we’ve learned from a marketing perspective that it’s a hard story to tell. Consumers are used to buying either cow’s milk or almond or oat milk, not a combination of the two. It’s a communications challenge to tell consumers how to combine both, but we’re working on it, and we intend to succeed. What we do know is that our product delivers on taste, and we’re confident this will help us meet our objectives. I think we’ll be able to better determine how this product is doing three to six months from now. NED: Do you anticipate DFA moving into other plant-based products? RK: Dairy is and will always be at the core of what we do. We’re open to exploring all the possibilities for dairy, and if and when opportunities arise to combine dairy with relevant consumer trends, we are going to look at product innovation to meet consumers where they are and keep dairy relevant. NED: What do you see for the future of plant-based dairy alternatives? Do they have staying power? RK: There is no doubt that the plant-based segment is going to continue to grow. Oat is the “darling of 2021” and showing dramatic growth that doesn’t seem to be slowing down, and almond milk has really become a staple of the American diet. The popularity of plant-based products is just something that we believe the dairy industry can’t afford to ignore.
Study Shows No Connection Between Milk Consumption and High Cholesterol A study published recently by the International Journal of Obesity by a team at the University of Reading in the U.K. examined close to 2 million people and determined that those who drank milk regularly had lower levels of both good and bad cholesterol. Also, information from the study showed that those who regularly drank milk had a 14% lower risk of heart disease. Those who participated in the study did, however, have a higher BMI than non-milk drinkers. The researchers
took a genetic approach to consumption of milk by looking at a variation in the lactase gene associated with digestion of lactose. This study is significant in that it contradicts several others that demonstrated a link between higher consumption of dairy and diseases such as diabetes or obesity. The study identified that having the genetic variation where people can digest lactose was a good way for identifying those who consumed high amounts of milk.
NED Magazine | Third Quarter 2021 • 47
