Dairy hybrids aren’t new!
Butter spreads, and shredded cheese that blend plants in the form of vegetable oil with dairy fat, have been around since the 1900s. Today they’re mainstream products.
However, in the wider dairy category and in the all-important milk category, no one has been able to breakthrough so far!
Why?
In our experience, there’s a hierarchy that’s worth following to meet consumer needs:
1. Taste – if it doesn’t taste good, you might as well pack up and go home.
2. Functionality – does it perform as well as what they are currently using?
3. Price – is it on par?
4. Nutrition – is it equivalent? Or even better?
5. Sustainability – many consumers claim that this is highly important, but their behaviour does not match.
Looking at the list above, it’s clear that butter spreads and shredded cheese blends meet 1-4 easily. So far no one has cracked the code in hybrid milk. Since 2018, large dairy companies like Arla Foods, Dairy Farmers of America, Lactantia (Canada) and Triballate Noyal (France) have all launched hybrid products that are no longer on shelves.
Last year, Kerry Group launched the Smug Dairy range in the UK which includes hybrid milks. And in June this year, Albert Heijn launched two hybrid milks created by PlanetDairy and Farm Dairy.
Have we finally found the winning formula to succeed where others haven’t?
Who’s best placed to drive innovation in the category – brand or private label or both?
Have you tasted any of these products?
Let us know in the comments.
