Rebel Kitchen work with the idea that we need not accept the norm — and in the case of their latest product, they challenge the norm of cow’s milk being a staple in the day-to-day world.
Mylk, which is available in whole, semi-skimmed and skimmed versions, has been made to mimic cow’s milk whilst being entirely dairy-free.
Including coconut milk to replicate the rich texture of cow’s milk, Mylk is a blend of six ingredients which has been formulated to produce a plant based milk which doesn’t come with a high water content.
By varying the fat content in this plant based milk in the same way that is done by cow’s milk producers, with blue, green and red colour codes, Rebel Kitchen are really pushing forward the idea that they are there to compete with the more traditional dairy milks, rather than just looking to get ahead in the market of plant based alternatives.
The distinguishing facto between the three types of Mylk comes with their coconut cream content — from 8% in the skimmed cartons to 25% in the whole milk version.
Adam Thompson, Commercial Director at Rebel Kitchen, said: “We believe this is the next step in innovation for the free-from milk category. Never before have consumers been able to shop this category like the traditional dairy aisle. We see Mylk as a contender for dairy sales.
“This is a fast-growing category with plenty of potential, in 2002 milk alternatives sales were only 5 per cent of those of cow milk’s – by 2021 they will be 20 per cent”.
Expanding on this, Rebel Kitchen Co-Founder and MD Tamara Arbib said: “The definition of a ‘Rebel’ is to ‘question the norm’ and that is exactly what we’re doing with our launch of Mylk. We’ve all grown up shopping the milk aisle based on our preference for the red, green or blue tops. Then when entering the plant based arena, you have to make a decision from almond through to soya but none of them are really delivering on taste – until now”.
The dairy-alternative market is growing rapidly and is predicted to hit nearly $15 billion by 2022.