Plenish Enriched Oat M*lk contains vitamin D, B12, riboflavin and iodine, and provides 30% of daily calcium needs per 100ml – double that of other fortified plant-based drinks in the UK, it claimed – while remaining free from oils and additives. The drink uses a base of just three ingredients (oats, water and salt) and also offers a source of fibre with no added sugar.
The launch coincided with a refresh of Plenish’s M*lk range, which also included the reformulation of the brand’s original Oat M*lk product.
Demands for plant-based
Russell Goldman, managing director of breakthrough brands at Carlsberg Britvic, said: “At Plenish, we’re committed to providing retailers with the plant-based options that today’s consumers demand, while also remaining dedicated to being transparent with our ingredients.
“Our reformulated Organic Oat M*lk continues to feature just three simple, natural ingredients, but now with a creamier texture, while Plenish Enriched caters to the growing demand for fortified nutrition, with ingredients chosen for their genuine benefits to consumers’ health.”
Plenish’s latest launch aimed to capitalise on the growing demand for fortified nutrition in the dairy alternatives category – currently valued at £364 million – which it claimed highlighted the role of added micronutrients in creating a nutritionally balanced plant-based alternative.
Transparency and nutrition
“As consumers increasingly seek transparency and nutritious, minimally processed foods, we’re proud to help retailers meet these needs,” Goldman added. “By prioritising taste, quality, and nutritional value, we’re confident that Plenish will continue driving growth in the plant-based drinks category.”
Plenish Enriched Oat M*lk is available now in Tesco stores nationwide (RRP £2.25) and online via plenishdrinks.com, with listings on Ocado and Amazon to follow on 28 April.
Exmoor Street, West London-based Plenish produces plant-based milks and plant-powered juice drinks from organic and sustainably-sourced ingredients for top grocery retail channels such as Waitrose and Ocado.
Kara Rosen set up the business in 2012 after looking for alternative solutions to deal with a recurring health issue. A native New Yorker, Kara moved to the UK and soon realised that there were no cold-pressed juices in the British market free of sugar.
