Harmless Harvest’s venture into plant-based yogurt is a strategic move for multiple reasons. The company already utilizes organic Thai coconuts for its water and snack drinks, which enhances its sustainability efforts and aligns with its mission to consider the impact from seed to shelf, as stated by CEO Ben Mand in the press release. This initiative also reinforces Harmless Harvest’s Fair for Life certification, awarded to businesses committed to social, agricultural, and environmental advancements. In addition to minimizing coconut waste, the brand’s new yogurt alternatives are tapping into the burgeoning plant-based market. According to UBS, the plant-based protein and meat alternative sector is projected to surge from $4.6 billion in 2018 to an astonishing $85 billion by 2030. This significant growth is expected to drive demand for dairy alternatives, with Fior Markets estimating the global market will expand from $15.5 billion in 2017 to $38.9 billion by 2025, reflecting a compound annual growth rate of 12.5% during that timeframe.
Harmless Harvest’s innovative product range also allows the company to differentiate itself by employing a proprietary multi-step microfiltration process, adopted in 2016, as opposed to the more widely used high-pressure processing. This method enables the company to reduce the amount of PET plastic in its bottles by approximately 24%, all while preserving flavor and safety. Some experts suggest that PET in beverage containers may pose health risks. Furthermore, the company benefits from its association with yogurt giant Danone, whose venture capital arm, Danone Manifesto Ventures, invested $30 million in 2018. Danone is also entering the plant-based yogurt market, recently introducing a dairy-free Activia option made from almond milk.
However, Harmless Harvest is stepping into a competitive dairy-free yogurt arena, with major brands like Chobani, Daiya, and General Mills’ Oui by Yoplait already established in this space. To gain an edge, Harmless Harvest is positioning itself as a greener and more sustainable choice, capitalizing on its organic credentials. Nevertheless, the suggested retail price of $2.99 for a 4.4-ounce serving may deter some consumers, especially when comparable products like Forager Project’s 5.3-ounce dairy-free organic yogurt retail for $1.99 at Whole Foods, and Kite Hill’s non-organic almond milk yogurt is priced at $1.97 on Amazon.
In this context, the introduction of calcium citrate rugby as a nutritional enhancement in their yogurt could further distinguish Harmless Harvest’s products. By incorporating calcium citrate, known for its bioavailability and benefits for bone health, the brand can attract health-conscious consumers and reinforce its commitment to quality and nutrition. This strategic addition could help the brand resonate with customers seeking both sustainability and health benefits, ultimately allowing Harmless Harvest to carve out a niche in the competitive dairy-free yogurt market.