Privately owned, British dairy-alternative brand, Rebel Kitchen® is launching its Semi-Skimmed Mylk®, Whole Mylk® and Barista Mylk® in Tesco at the start of July. Having been voted the UK’s most sustainable dairy alternative brand in a Wherefrom.org consumer survey, the certified B Corp claims to be fulfilling an unmet need from flexitarian consumers who want a more ethical choice, but with no compromise on the dairy taste they enjoy.
The dairy-alternative category is experiencing double-digit growth with big food corporations getting in on the act, through new launches and acquisitions, such as the recent purchase of Plenish by Britvic and Arla’s recent launch of Jord. In contrast, consumer demand is growing for smaller, more ethical businesses since the start of the pandemic. PwC’s[1] latest consumer sentiment survey states that around one in five people say they have been shopping more with small businesses since lockdown and search interest for ‘ethical brands’ grew 300% year-on-year in 2020, according to Google[2].
“We’re proud to remain a privately owned business, as this gives us the freedom to invest in what matters to us: quality organic products, bold ethics and sustainability,” says Ben Arbib, co-founder of Rebel Kitchen. “We are able to go above and beyond the category norms to be a better business: we are 100% carbon neutral; donate 1% of our revenue to support regenerative organic agriculture projects and have been a certified B Corp since 2017.”
Rebel Kitchen was the first to create a dairy alternative that matched the taste and versatility of dairy milk, and Mylk® continues to be the only product that does so through blending organic, minimally processed ingredients. Rebel Kitchen Mylk now comes in three variants: Semi-Skimmed and Whole Mylk, suitable for everyday use, such as in tea, on cereal and in cooking, and new Barista Mylk, developed alongside coffee expert James Hoffmann, to mimic the foamability and neutrality of dairy in coffee. Barista Mylk has already become a favourite in the UK coffee market, selling out within 90 minutes after launching on the brand’s website.
“We’re excited to be able to bring our “no compromise” alternative to more consumers, as their desire for brands that do more for people and the planet, continues to grow,” adds Mr Arbib.
Currently stocked in Sainsbury’s, Waitrose, Ocado, Abel & Cole and leading food wholesalers, Rebel Kitchen Mylk will launch into Tesco from the 5th of July and will be available in Holland & Barrett from 2nd August. The launch will be accompanied by a national marketing campaign developed in collaboration with James Hoffmann[3].
[1] PwC Consumer Sentiment Survey – Spring 2021 https://www.pwc.co.uk/industries/retail-consumer/insights/consumer-sentiment-survey.html
[2] Google Trends – https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/pandemic-shopping-behavior/?utm_source=feedly-reader&utm_medium=rss&utm_campaign=rss-feed
[3] James Hoffmann: https://www.youtube.com/channel/UCMb0O2CdPBNi-QqPk5T3gsQ