But that is what start-up Four Side Vegan Pizza is offering its consumer base in Manchester: Detroit-style pizza with, as the name suggests, four sides.ĭetroit-style pizza is thought to find its origins in the Sicilian sfincione – a pan-baked focaccia topped with olive oil and tomato sauce. You’d be hard pressed to find a square-shaped pizza in the UK, let alone a rectangle. “Currently, we have 60% plant-based drinkers and 40% who aren’t, but like the taste of the product.” Detroit-style deep dish pizza We can already see this from surveys that we’ve done,” she explained. Bottles can be collected at each delivery.Ĭoncerning Goodness M*lk’s target market, the start-up is targeting both existing ambient plant-based milk drinkers as well as fans of fresh cow’s milk. Currently retailing at £2.99 per bottle, Sogbesan said a soon-to-be-launched subscription model will lower the price. The start-up is selling at market stalls and D2C. For every nine bottles returned, the consumer will receive one on-the-house. Consumers can return the glass bottles to be reused for the next product, the founder elaborated. Its products are sold in glass bottles to create a ‘closed loop model’ in London. Goodness M*lk also has a strong sustainability angle. People were just drinking plant-based milk products because they heard they were good for them, but they didn’t really know the benefits.” We realised that a lot of products out there didn’t actually taste good. We had 100 people do our taste studies and from another 60 for focus groups. This is a big increase from the ‘industry standard’, explained Sogbesan, ‘which has 2% if you’re lucky!’ “So we tell the consumer, you’re getting what you pay for.”Īside from being fresh, the founder says its USP is its taste. The oat milk alternative, for example, contains 12% organic oats, the coconut alt milk is made from 20% mature coconuts, and its almond drink contains 10% almonds. The start-up’s first range of dairy alternatives include SKUs made from oat, almond, and coconut, with raw material content significantly higher than its competitors. “We are a forward thinking, planet-friendly, organic plant-based milk company that uses dairy-free ingredients,” she told investors. With oat, soy, almond, and coconut dairy alternatives now commonplace on-shelf, one may well ask: what’s next for the category?Īccording to founder of London-based start-up Goodness M*lk, Doyin Sogbesan, the answer lies in fresh alt milk. In Europe, the UK accounts for 15% of all plant-based milk alternative sales, according to Grand View Research. Plant-based milk alternatives have achieved considerable success in the UK, with the market worth $320.6m in 2019.
Fresh alt milk: ‘We say no to plastic, one bottle at a time’ So which brands are the ones to watch? Pitching to investors at the recent Plant Based Summit hosted by start-up network Bread & Jam, FoodNavigator heard from four start-ups claiming to be ‘next big thing’. As they build brand awareness, many hope to attract investment. Mintel predicts meat-free food sales to exceed £1.1bn by 2024 – a significant increase from 2014’s market value of £582m.Įntrepreneurs keen for a slice of this growing plant-based pie are working hard to enter a variety of sales channels, from direct-to-consumer to retail and foodservice. The UK is a global leader in plant-based, with the British market considered the largest for plant-based alternatives in Europe. Emulsifiers, stabilisers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibres (sugar, starches).
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