Dairy free milk alternatives are big business. The range of soy and nut milk products in store is growing and many consumers are turning to these alternatives for reasons such as allergies, health and taste. Veggemo is a new start-up from Canada that claims to have created the “first non-dairy beverage to originate from vegetables”. We spoke to Veggemo vice-president of marketing Wade Bayne about the brand and concept.
Tell us about Veggemo and what inspired its creation
We saw the continuous trend of consumers leaving dairy milk and looking for alternatives. Data revealed non-dairy milk alternatives growing at significant rates annually despite the slow growth in soy milk. We then completed extensive consumer research to understand why this was occurring and what current non-dairy consumers find important in the product they choose to purchase. The research included a quantitative study where we asked current non-dairy milk drinkers what they thought of a vegetable-based milk coming to market. Our top two box score was an amazing 89%. We also conducted a qualitative study; ethnographic research, where we interviewed consumers in their homes and did in-store “shop-alongs” with them; and organised multiple consumer taste tests. Consumers were rating Veggemo against the leading soy, almond and rice milk brands (without knowing which one was which) and providing feedback on taste and texture (mouthfeel).
Tell us about the ingredients you use and how you create the drinks
The proprietary vegetable blend is peas, tapioca and potato. Peas provide the protein; pea protein is allergen-friendly and is very digestible. Tapioca comes from the root vegetable cassava and helps with the mouthfeel. Potatoes add to the mouthfeel and provide whiteness.
How does Veggemo differ from other non-dairy milk alternatives in terms of taste?
We have been getting great results on taste and mouthfeel. Before we launched in Canada we had about 1,000 people try Veggemo so we knew we were in a good place. Original is described as having a nice level of sweetness and the mouthfeel of a 2% milk. Unsweetened is clean with no aftertaste. For the vanilla, we blend three different vanillas together to create our own recipe…delicious, rich and smooth.
Where are you currently selling Veggemo and what has been your most popular flavour?
We launched Veggemo in Canada in a shelf-stable format last November. We are still early in the game but have had a wonderful start. We are planning on launching in the US soon [and are] currently targeting September. Vanilla has been the most popular flavour, followed by original and then unsweetened.
What are you doing to showcase the originality of your brand?
Five key marketing planks – but the three that are the priorities are sampling, both in-store and at key consumer events where the health-conscious millennial female is; social media, where the health-conscious millennial female lives; and trade shows.
What are your plans for 2016?
Continue to increase in-store availability across Canada of the shelf-stable format, launch the shelf-stable format in the US, launch the chilled format in Canada and increase brand awareness and trial. We are very pleased to communicate that Veggemo has been resonating with the health and wellness community. We have had excellent blogger support to date and have been selected as one of ten (out of 300) “most innovative new products” at the 2015 Grocery Innovation Canada show.
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