Los Angeles-based Califia Farms is going back to its juice roots with its latest product range. The plant-based milk company has introduced Creamy Refreshers, which combine fruit juice with coconut cream, for a summery take on non-dairy coolers.
First debuted at Natural Products Expo West this month, the four-strong lineup is available nationwide at Target, Albertsons and Kroger, with each 48oz bottle priced at $6. They will also appear during Weekend 1 at Coachella, courtesy of The 818 Outpost hosted by Kendall Jenner’s tequila brand.
“Over the last 15 years, Califia Farms has loved experimenting with the endless possibilities of plants. Creamy Refreshers is a perfect example of how that innovation unlocked something new, delicious, and fresh,” said Califia Farms CMO Suzanne Ginestro.
Califia Farms targets thirst for lower-sugar juice
The dairy-free refreshers are said to have less sugar than leading competitors, and are targeting Gen Z and millennial cohorts, who drink more juice than other Americans, according to Califia Farms. This was “evidenced by the cascades of social media moments showing influencers’ fun beverages treats throughout the day”, the brand said.
In the past year, nearly two-thirds of US consumers consumed juice weekly, and concerns around ingredient use are prominent. GlobalData research shows that sugar reduction claims are the most popular benefit in the non-alcoholic beverage space.
Each of Califia Farms’s refreshers mixes coconut milk with real fruit juice, cane sugar, coconut water, stevia leaf sweetener, natural flavours, and more. The Key Lime Colada contains 8g of sugar per 8oz serving, the Strawberry Creme and Piña Colada refreshers have 9g each, and the Orange Creme version has 10g of sugar.
“Today’s consumer embraces mindful indulgences, and we’re proud to bring a new little sweet treat to retail shelves,” said Ginestro. The refreshers will help Americans beat the heat while mitigating the reason why that heat exists in the first place – dairy’s impact on the planet is much higher than plant-based alternatives.
These are the latest in a host of new products launched by the company in recent weeks. In December, it launched single-serve matcha and chai lattes (made from a base of almonds), which contain 40% less sugar than average coffee and tea blends on the market.
Last month, it expanded its clean-label range in the UK with a three-ingredient Simple & Organic lineup, starting with almond and oat milk. And to celebrate its 15th anniversary, it introduced a limited-edition Birthday Cake almond creamer this month, alongside a pistachio-almond creamer, organic cashew milk, and espresso-blend cold brew.
Flavoured plant-based milks are all the rage
Califia Farms’s refreshers come at a time when innovation is ripe in the plant-based milk sector – and it likely needs to be, considering that a third of Americans still haven’t found a non-dairy product that meets all of their needs.
Sales of milk alternatives were down by 5% last year, but sales of multi-ingredient milks and coconut milk were up by 10% and 28%, respectively. And while nearly half of American households buy plant-based milk, companies are looking to further encroach upon that share with innovative new products.
Flavoured alt-milk products are a good opportunity here, and Califia Farms has recognised that with the new fruity refreshers. For example, Diageo this month released two non-dairy versions of its popular Baileys cream liqueur. Made with oat milk, they’re available across the US in Coffee Toffee and Cookies & Creamy variants.
Kate Farms, meanwhile, deep-dived into flavoured products with its Kids Nutrition pea protein shakes, which come in chocolate, strawberry, and vanilla variants, and contain 27 vitamins and minerals. Similarly, Elmhurst 1925 has come out with vanilla-flavoured pistachio and cashew milks in recent weeks.
This trend transcends the US. In the UK, Continental Wine & Food has launched Lacey’s Vodkashake, a line of dairy-free cream liqueurs available in strawberry and banana flavours. Alpro, meanwhile, introduced a caramel barista milk made from soy and oats.
And this month, Oatly released vanilla and caramel oat milks at Nordic coffee chain Espresso House. They’re part of its iKaffe range (the regional name for its barista edition) and available in both hot and cold drinks.
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