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21st April 2021
Soulfresh has secured a national listing with Waitrose for its innovative Nutty Bruce plant-based m ilks, including its Activated Almond M lk, Activated Almond & Oat M lk (RRP: £2.25/1l) and Oaty Bruce Unsweetened Oat M lk (RRP: £2.00/1l).
This is the first time that an activated nut m lk will be sold at Waitrose, following a deal to supply Nutty Bruce to its supermarkets nationwide and online.
Nutty Bruce hails from Australia, where it is one of the leading plant m lks. The brand is tapping into the substantial growth in demand for plant-based milks, with the market now worth £81.5m in the UK having increased 21.5% over the past 12 months.
This article is part of The Dairymen - our annual guide to the dairy industry that’s packed with insight and analysis on all the latest trends. To read the report, subscribe here.
To an outsider looking in, you’d be forgiven for thinking the industry just lurches from crisis to crisis,” says Arla UK MD and newly appointed chair of Dairy UK Ash Amirahmadi.
He’s not wrong. The past five years have seen the sector buffeted by challenges from farmer unrest over low prices, falling consumption and the rise of plant-based to concerns over the sector’s impact on climate change, not to mention Brexit uncertainty.