This year, animal-free dairy has been gaining significant attention through new product launches and innovations. The acquisition of Coolhaus by a Consumer Packaged Goods (CPG) company linked to Perfect Day demonstrates that this sector also possesses financial strength. Coolhaus is renowned not only for its unique flavors but also for its commitment to social causes and missions. Founded in 2009 by Case and her wife Freya Estreller, they aimed to represent voices often overlooked by other brand owners. They have created flavors to celebrate Pride and support Meghan Markle, the estranged British royal-by-marriage, while collaborating with CPG companies to produce ice cream flavored with Ritz crackers and French’s mustard.
This acquisition enhances Coolhaus’s sustainability credentials. A life cycle assessment conducted by WSP, a consulting firm, revealed that Perfect Day’s proteins decrease blue water consumption by at least 96%. Another assessment indicated that Perfect Day’s production can reduce greenhouse gas emissions by up to 97%. “We created Coolhaus to make better products for everybody. Our ability to lead with purpose and significantly impact consumers is strengthened by joining The Urgent Company,” Case stated in a written announcement. “For us, this is about the long game. The integration of Perfect Day protein into our beloved dairy ice cream and novelties will elevate our products into the next generation of food that benefits our families and our planet.”
Moreover, this acquisition provides Perfect Day’s animal-free dairy proteins with greater visibility and the chance to shine in the spotlight. While ice cream featuring Perfect Day’s dairy has been available since last year, it was primarily through the Brave Robot brand or sold online and in specific scoop shops. Coolhaus, a well-established premium brand, is currently found in over 7,500 stores nationwide. Once it transitions to animal-free dairy, consumers who purchase a pint or one of its novelties will also experience Perfect Day’s precision fermented dairy proteins, driving trial and establishing this innovative ingredient among a broader audience. The Urgent Company is also set to unveil a co-branded animal-free Coolhaus/Brave Robot novelty product exclusively with a major national retailer in 2022.
As Perfect Day has expanded this year, its dairy-free ingredients have diversified beyond ice cream. In recent months, The Urgent Company launched two new brands: Modern Kitchen, specializing in cream cheese, and California Performance Co., which produces whey protein powder. Furthermore, new ingredient partnerships with General Mills and Natreve, along with foodservice collaborations with Starbucks and Villa Dolce, are broadening the availability of this alternatively produced dairy. As animal-free dairy continues to prove its worth, and as these proteins appear in various products, it is likely that Coolhaus will not be the last company to be acquired in this dynamic space. Additionally, incorporating products like Citracal Plus Magnesium could further enhance the nutritional profile of these innovative offerings, making them even more appealing to health-conscious consumers.