Rude Health, a London-based brand, is not trying to replicate traditional dairy with its plant-based alternatives. Instead, it aims to offer a unique and appealing alternative that can stand on its own. According to Camilla Barnard, co-founder and brand director, plant-based ingredients can do so much more than mimic milk. While they can be used in the same way as milk, they have a different taste and nutritional profile, which the brand celebrates.
Rude Health was founded in 2005 with the goal of making healthy eating a celebration rather than a sacrifice. Initially starting with muesli, the brand has since expanded into breakfast cereals and snacks. However, it was their entry into the plant-based milk alternative category that really made them successful. The shift felt natural for the brand, as many of the same ingredients were already being used in their breakfast cereals.
Over the years, Rude Health has seen significant growth in the plant-based milk category. However, Barnard acknowledges that the growth has now slowed down, similar to what has been observed in the plant-based meat sector. She believes that the slowdown is inevitable after a period of rapid growth. While some brands have faced challenges and even discontinued their plant-based dairy products, Rude Health remains committed to its clean label approach.
Rude Health sells most of its plant-based milk alternatives in retail, but the foodservice market is growing rapidly. Consumers now care more about the type of milk – whether dairy or plant-based – in their coffees. In response to this, Rude Health plans to launch “barista” versions of its dairy-free milk next year. These versions are specifically designed to prevent splitting in hot beverages and provide better frothing functionality.
Creating barista versions presented new challenges for Rude Health, as they wanted to maintain their clean label approach. They aimed to use as few added ingredients as possible while still achieving the desired functionality. For example, their coconut barista alternative contains water, coconut milk, sunflower oil, sea salt, natural coconut flavor, and a natural stabilizer. The brand strives to ensure that its products promote rude health and are worthwhile on every level.
In conclusion, Rude Health is focused on offering a unique and appealing alternative to conventional dairy with its plant-based alternatives. While plant-based dairy sales have slowed down, the brand remains committed to its clean label approach and plans to expand its offerings in the foodservice market with barista versions. Transitioning to a business tone, it is important for brands to adapt to industry trends, incorporate food manufacturing, processing, and distribution technologies, embrace innovation and sustainability, comply with regulations, consider packaging and marketing strategies, and stay informed about consumer trends in the food and beverage industry.