INDUSTRY PROFILE
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Muffin Break and Jamaica Blue have partnered with Milklab, providing the dairy alternative brand with a new platform for consumer engagement.
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uffin Break broke ground in 2013 as one of the first national coffee chains in Australia to stop charging extra fees for soy milk and other dairy alternatives. Jeremy Regan, Head of Coffee at parent company Foodco, says Muffin Break and sister brand Jamaica Blue have always led consumer trends in this way. “We work hard to supply our customers with what they want. They were sick of being charged from 50 cents to $1 extra for soy milk, and cutting that cost allowed us to engage with our non-dairy customers,” Jeremy says. “Now, we’re looking to continue that
relationship by offering a new product and wider range of plant-based milks.” When it came time for Foodco to find a new dairy alternative supplier for its 189 Muffin Break and 117 Jamaica Blue stores nationwide, Milklab came out on top. Milklab Marketing Manager Sarah Herbert says even before the formal partnership, the two companies had a good relationship for some time. “We’ve been talking and friendly with Foodco, and recently there’s been more of a demand from consumers in Jamaica Blue and Muffin Break asking for Milklab by name,” Sarah says. “Both Foodco and Milklab are dedicated to providing our customers with the best coffee experience possible.
Muffin Break was one of the first coffee chains to stop charging extra for soy milk.
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This partnership is an important platform for us to be able to share Milklab with more people across Australia, increasing the availability and chance for Milklab fans to enjoy our products.” Beginning in November, Muffin Break and Jamaica Blue partnered with Milklab to supply its plant-based and lactosefree milks. Muffin Break stocks Milklab Almond and Lactose-Free and will offer Milklab Coconut as a seasonal option for franchisees from January. Jamaica Blue has taken on a wider range, also offering Milklab Soy, with Milklab Macadamia an optional extra for franchisees. Jeremy says the new alternatives will allow the brands to capitalise on emerging trends. “We’ve seen a definite increase is requests for dairy alternatives. Soy has historically been a strong dairy alternative and that’s leaning now towards almond, with coconut and other varieties gaining more awareness,” Jeremy says. “It’s a lifestyle choice for many consumers who are looking to reduce their intake of animal products and are turning to plant-based milks for that.” Before awarding the contract, Foodco conducted a series of tastings of its brand’s coffees with different plant-based products. Jeremy says from a taste and flavour perspective, Milklab was the top pick. “For us, it was about the quality of that product working with our awardwinning coffee, so we have an offer that tastes really good, works well, and that the customer wants,” he says. “Milklab has also shown a strong ability to move with the market, with research and development, and understanding what the customer and market are looking for, to which Foodco can relate. Milklab has done a great job of creating a range of plant-based and lactose-free milks. We were impressed by
