Carlsberg Britvic-owned alt-dairy brand Plenish has entered the fortified nutrition space with the launch of Plenish Enriched Oat M*lk.
Billed as the UK’s only clean-label fortified dairy alternative, Enriched Oat M*lk contains added calcium, vitamin D, B12, riboflavin and iodine, while remaining free from oils and additives.
It has rolled out in Tesco stores nationwide (rsp: £2.25/one litre) and will land in Waitrose on 28 April, followed by Ocado and Amazon.
The NPD responded to “growing demand for fortified nutrition in the dairy alternatives category”, said Carlsberg Britvic.
Each 250ml serving of Plenish Enriched Oat M*lk contained 35% of an adult’s daily vitamin D, as well as 75% of their daily calcium needs, double that of “other fortified plant-based drinks in the UK”, it claimed.
“Plenish Enriched caters to the growing demand for fortified nutrition, with ingredients chosen for their genuine benefits to consumers’ health,” said Russell Goldman, managing director for breakthrough brands at Carlsberg Britvic.
“As consumers increasingly seek transparency and nutritious, minimally processed foods, we’re proud to help retailers meet these needs,” he added.
Alongside the launch of Enriched Oat M*lk, Plenish has also overhauled its original Oat M*lk recipe.
The new recipe – which began rolling out on supermarket shelves at the end of 2024 – had “a creamier texture” while continuing to be made from the “three simple, natural ingredients” of water, organic gluten-free oats and salt, Goldman said.
Last month, Hampshire-based free-range dairy brand Tom Parker Creamery launched a ‘category first’ Bedtime Milk featuring ingredients such as chamomile, lavender, valerian root and magnolia.
The functional whole milk drink will launch in Ocado from mid-March (rsp: £1.50/500ml glass bottles).
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