I am launching a company that makes nut-based, non-dairy beverages. These are packaged, fresh (refrigerated) beverage products. The company will launch 3 main product categories: Almond Milk, Cashew Milk, and Pistachio Milk. Our nutmilks are a delicious alternative to dairy-- for vegans, vegetarians, and anyone concerned about antibiotics and growth hormones in milk. They’re a great way to cut back on animal fats and protein, and get good nutrients from plants instead. Not only are they a delicious dairy alternative, they’re a refreshing and satisfying treat all their own. Grab one for breakfast or an afternoon snack-- you'll really be doing the body good. And best of all, you won't be taking any moo milk from baby calves!
The core target customer is someone who is lactose intolerant or vegan. The former cannot use dairy milk; the latter is familiar with the benefits of a diet free of animal products, and the nutritional advantages of plant-based ingredients. Nuts are an integral part of the vegan menu, as they provide protein and good fats for richer mouthfeel and hunger satisfaction.
The secondary target customer is someone who is interested in a healthy alternative to dairy milk. They're trying to reduce animal products from their diet, and wary of antibiotics and growth hormones in milk. They're always looking to eat more healthy, natural, nourishing food. They know the benefits of consuming more legumes and plant-derived nutrients.
The broader market is anyone who is a “foodie.” Foodies are people who view food as a pleasure, where quality and taste are the highest values, where the story behind the food matters greatly, and who see food as a form of self-expression. They tend to be highly-educated, well-traveled, and food-involved, meaning they are interested in food nutrition and health.
Our nutmilks are all-natural. Even though the word ‘natural’ has no official definition, and is often overused in the food industry, for retailer Whole Foods it means: free of artificial preservatives, colors, sweeteners, or hydrogenated fats. In other words, it is minimally processed.
A main point of differention is that our nutmilks will not contain any fillers, thickeners, or stabilisers (eg carageenan, xanthan gum, guar gum, pectin etc). Most large brands such as Silk, Pacific, Blue Diamond all use such ingredients. A clean list of ingredients is something we're very proud of.
The brand identity is a clean, natural, nourishing; words that describe the brand: clean, cozy, cheery, breezy, nourishing-- a treat for yourself and your most cherished ones.
for a visual image of the brand identity, please see our pinterest board: