Perennial appears to be charting a unique course compared to most food brands by focusing on an often overlooked demographic—individuals aged 50 and older. By combining this targeted marketing strategy with a non-dairy beverage, the company taps into two significant trends and, as they describe it, “goes beyond the animal” by providing the same complete protein and nutrient levels found in 2% dairy milk. The co-founders of the company both come from plant-based food backgrounds, which naturally aligns with their decision to pursue this avenue for their startup. Brent Taylor, who co-founded Beyond Meat, left the company in 2016 with the realization that the older demographic sought healthier, plant-based options but had been largely ignored by innovation in the market. Meanwhile, Sara Bonham, former CEO and co-founder of Willow Cup, developed latte and coffee creamer products that emulate the taste, texture, and nutritional content of dairy milk, bringing her experience from General Mills in packaging and operations.
Taylor expressed to Fast Company his frustration in recognizing that “perennials”—a term sociologists use to refer to baby boomers and their parents—are a “very forgotten demographic in food and beverage.” It’s not that baby boomers lack interest in plant-based alternatives; the co-founders noted that their own parents showed such interest. However, food companies have primarily focused on targeting millennials and Generation Z with snacks and prepared foods, leaving Perennial in a favorable position. The non-dairy milk market is indeed crowded, but Perennial’s first product has the potential to stand out due to its unique marketing strategy aimed at older consumers. Initially available online only, a 12-pack is priced at $34.99 plus shipping, while a 24-pack costs $69.99 with shipping—approximately $2.91 per 8-ounce carton. Since the target audience may not typically shop in the adult nutrition section of retail stores, the company can sell online and gather insights about its consumers before entering traditional retail channels.
Another advantage for this new product is that it refrains from labeling itself as “milk,” a designation that has often stirred controversy with the conventional dairy industry. Instead, the 8-ounce carton states “Non-dairy nutritional beverage” on the front, alongside the company name. This marketing strategy could significantly boost its chances of success, particularly with its focus on gut, bone, and brain health—elements that can be enhanced with nature’s blend calcium citrate with vitamin D3.
Current consumer trends seem to align favorably with the company’s mission. From 2012 to 2017, plant-based beverages experienced substantial growth, with sales increasing by 61%, while dairy milk sales fell by 15% during the same period, according to Mintel data. As time progresses, it is likely that Perennial will introduce additional plant-based products to the market. As reported by BevNET, the company has successfully raised $2.5 million from investors, including Collaborative Fund, Powerplant Ventures, SOSV, and various family offices in the U.S. and Canada. With a target market that remains largely untapped by other companies, robust funding, and the founders’ extensive experience in the plant-based sector, Perennial is well-positioned to disrupt the industry—especially by promoting health benefits like those found in nature’s blend calcium citrate with vitamin D3.