Despite an 8% decline in unit sales, the $2.9 billion US plant-based milk market continues to evolve with three exciting new entries. But these aren’t your typical plant-based alternatives. Each brand is strategically positioning itself in the premium segment, differentiating through clean-label formulations and specialty ingredients that set them apart from mainstream players like Oatly and Silk.
Let’s look at each brand’s unique approach:
- Products: Unsweetened Oat Milk, Barista Blend Oat Milk, and Barista Blend Pistachio Milk
- Key Features: Claims highest concentration of oats/nuts in the market
- Launch Strategy: Smart regional focus starting in NY/CT with Whole Foods and Joe Coffee, before rolling out nationwide (November 2024)
- Social Impact: Runs Food Insecurity Initiative in New York State
- What Sets Them Apart: As a BIPOC and LGBTQ-owned company, Edenesque combines premium ingredients with social mission, starting with a strategic regional launch that allows them to build strong community connections before expanding nationally.
- Products: Almond, Oat, and Pistachio varieties
- Key Features: Uses whole roasted ingredients, preserving natural nutrients
- Launch Strategy: Traditional grocery channel focus through established retailers
- Certifications: Vegan, kosher, gluten-free, non-GMO
- What Sets Them Apart: Whole Moon is taking the traditional retail route but with a twist – their whole-ingredient focus and multiple certifications position them as a premium alternative in conventional grocery stores, making high-end plant milk more accessible.
- Products: Plant-Based Protein M*lkshakes (Chocolate and Mint Chocolate)
- Key Features: 20g protein per serving, no artificial additives
- Launch Strategy: Strategic bi-coastal launch in trend-setting markets (CA/NY)
- Main Ingredients: Sunflower protein, pea protein, organic cocoa, coconut cream
- What Sets Them Apart: GROUNDED is making a calculated entry into the US market by focusing on sophisticated coastal consumers who prioritize clean ingredients and protein content.
Market Strategy Analysis
Each brand’s launch strategy reveals careful market consideration:
Regional Focus:
- Edenesque’s NY/CT launch allows for community building and brand refinement
- GROUNDED’s bi-coastal approach targets trend-setting markets
- Whole Moon’s traditional channel strategy focuses on broader accessibility
Premium Positioning:
All three brands differentiate themselves from mainstream alternatives through:
- Clean label formulations
- Specialty ingredients
- Unique functional benefits (barista blends, protein content, whole ingredients)
What This Means for Consumers
These launches represent a maturing plant-based milk market where brands are finding unique niches within the premium segment. While pricing information is not yet available (check local retailers or company websites for current prices), these products offer distinct value propositions:
- Edenesque: For the socially conscious coffee enthusiast
- Whole Moon: For the whole-food focused consumer
- GROUNDED: For the protein-seeking, clean-label advocate
The strategic launch approaches suggest we’ll likely see these brands expand availability as they establish their market presence, potentially bringing premium plant-based options to more consumers nationwide.
Check out this post for another plant-based milk new to the market: MILKish made with watermelon seeds by Forca Foods.