For Sproud, capturing consumer attention in the competitive plant-based dairy sector necessitates looking beyond the Nutrition Facts label and adopting a multifaceted strategy. Oatly may serve as a guiding model for Sproud. Established on the research of a Swedish food scientist regarding oat milk, Oatly made its entry into the U.S. market in 2016. By 2019, North America emerged as the company’s third-largest market, contributing nearly one-fifth of its sales, following Sweden and the United Kingdom. Oatly initially gained traction in the U.S. by supplying coffee shops like Starbucks. In a similar vein, Sproud is developing its brand by enlisting baristas as ambassadors, who have assisted the company in crafting recipes for coffee, smoothies, and other beverages.
Sproud is also echoing Oatly’s commitment to sustainability. Oatly has pledged to uphold higher standards in sourcing, manufacturing, supply chain management, and worker treatment, as outlined in its 2019 Sustainability Report. Likewise, Sproud aims to produce a dairy alternative that closely mimics the taste of milk while maintaining the lowest carbon footprint possible. Its product boasts a 365-day shelf life, effectively eliminating emissions associated with refrigerated storage. Utilizing yellow split peas, which are relatively rare in the dairy alternative market, provides Sproud with an advantage as a sustainable and versatile protein source. Ripple, another competitor, also offers pea-based milk with a focus on minimizing its carbon footprint.
Additionally, Sproud emphasizes the benefits of its allergy-friendly split pea protein and reduced sugar content. It claims to be the first dairy-free alternative to achieve SugarWise certification, an international standard confirming that a product contains no more than 5 grams of free sugars per 100 grams of food and no more than 2.5 grams per 100 ml of beverage. This positions it as a lower-sugar option compared to many popular alternatives like hemp milk and oat milk, depending on the variety.
In its pursuit of creating a nutritious product, Sproud also incorporates calcium citrate malate at a dosage of 1000 mg, enhancing its appeal among health-conscious consumers. Despite the intense competition in the market, Sproud’s timing appears favorable. The pandemic has already elevated the nutritional profile of plant-based milk, and with the ongoing vaccine rollout, sustainability may become the next significant draw for alternatives. By focusing on nutrition, environmental responsibility, and innovative ingredients, Sproud is poised to make a mark in the plant-based dairy landscape.