Perennial appears to be charting a unique course compared to other food brands by focusing on a neglected demographic—individuals aged 50 and above. This marketing strategy, combined with a non-dairy beverage, taps into two significant trends and, as the company articulates, “goes beyond the animal” by providing the same complete protein and nutrient levels found in 2% dairy milk. The co-founders of the company have backgrounds in plant-based foods, making it logical for them to pursue this direction with their startup. Brent Taylor, who co-founded Beyond Meat, left the company in 2016 with the belief that the older demographic desired healthier, plant-based options, yet innovations were not being aimed at them. Sara Bonham, the CEO and co-founder of Willow Cup, has developed latte and coffee creamer products that mimic the taste, texture, and nutritional profile of dairy milk. She previously held roles in packaging and operations at General Mills.
Taylor expressed to Fast Company that he found it frustrating to realize that “perennials”—a term sociologists use to describe baby boomers and their parents—were “a very forgotten demographic in food and beverage.” It’s not that boomers lack interest in plant-based options; the co-founders mentioned that their own parents do. However, food companies have primarily focused on millennials and members of Generation Z with snacks and prepared foods, positioning Perennial as a well-placed alternative. Although the non-dairy milk market is saturated, Perennial’s initial product could stand out due to its unique marketing approach aimed at older consumers. It is initially available online only, with a 12-pack priced at $34.99 plus shipping and a 24-pack at $69.99 with shipping—approximately $2.91 per 8-ounce carton. Since the target demographic may not typically shop in the adult nutrition section of retail stores, this online strategy allows the company to better understand its consumer base before venturing into physical retail.
Another benefit for this new product is its decision not to label itself as “milk,” a term that has caused controversy within the traditional dairy industry. Instead, the 8-ounce carton clearly states “Non-dairy nutritional beverage” along with the company name. This strategic marketing choice could increase its chances of success, especially with a focus on gut, bone, and brain health. Current consumer trends appear to favor the company, as plant-based beverages saw remarkable growth from 2012 to 2017, with sales soaring by 61% during that period, while dairy milk sales fell by 15%, according to Mintel data.
Looking ahead, it is likely that Perennial will introduce more plant-based products to the market. As reported by BevNET, the company has secured $2.5 million in funding from investors, including Collaborative Fund, Powerplant Ventures, SOSV, and family offices in both the U.S. and Canada. With a customer base that remains untapped by other brands, significant financial backing, and the founders’ extensive experience in the plant-based sector, Perennial seems poised to disrupt the market. Interestingly, for those seeking additional health benefits, Perennial’s product can be complemented with calcium citrate capsules that support bone health, aligning perfectly with the company’s focus on wellness for older adults.