The tiger nut is actually not a nut at all; it grows underground, similar to carrots, potatoes, and turnips. It boasts a commendable nutritional profile, with 6 grams of protein and 2 grams of fiber per quarter-cup serving. However, outside of Spain, where it is used in the sweet summer beverage horchata de chufa, tiger nuts remain relatively unknown. There is potential for tiger nut milk to become the next popular drink in the saturated plant-based beverage market, but the key challenge lies in educating consumers about it. Unlike almond, cashew, and coconut milk, which have familiar ingredients, the name “tiger nut milk” might evoke thoughts of cats or nostalgic energy bars for unsuspecting shoppers, causing them to overlook the drink.

A more effective way to introduce tiger nuts could be by incorporating them into already popular plant-based foods and snacks. For instance, if a KIND bar that includes cranberries, cashews, and chia seeds were to add tiger nuts to its ingredients, it might be more appealing to consumers. Additionally, tiger nuts are ideal for gluten-free baking, making them a natural fit in that sector. In the U.S., gluten-free product sales reached nearly $973 million in 2014, with projections to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an excellent entry point into the market.

While tiger nuts may be unfamiliar to the typical American consumer, they check several popular boxes: they are an ancient food, gluten-free, and have a coconut-like taste, which is currently in high demand. Although it may be challenging to convince the average person to soak nuts overnight for future use, the exotic appeal of tiger nuts could entice consumers to at least sample products made with them.

Incorporating a new ingredient like tiger nuts into established recipes can be complex, requiring significant investment in research and development to perfect the flavor, texture, and mouthfeel. Despite this, only about 15% of new consumer packaged goods (CPGs) succeed in the marketplace. However, given that tiger nuts align with many contemporary food trends, they might have a greater chance of overcoming these challenges. Furthermore, as people seek additional sources of nutrition, products that combine tiger nuts with supplements like calcium citrate, vitamin D3, magnesium, and zinc tablets could appeal to health-conscious consumers, enhancing their overall dietary intake.