“Betterland Foods Launches Animal-Free Milk: A New Era in Dairy Innovation”
As Perfect Day continues to expand, animal-free dairy products are emerging in various markets. One notable new entrant is Betterland Foods, which has targeted the most obvious use of this technology: milk. This category is massive—valued at $17 billion with a 95% household penetration, according to IRI statistics referenced by Betterland Foods. The latest offering from seasoned food entrepreneur Lizanne Falsetto, Betterland milk aims to redefine dairy. Falsetto, who founded the pioneering nutrition bar brand thinkThin (now known as think!) in the 1990s, sold it to Glanbia in 2015. Since then, she has served as an advisor to food and wellness companies, particularly supporting female entrepreneurs.
In her statement announcing this launch, Falsetto mentioned her keen interest in the alternative protein sector and her search for companies focused on creating more nutritious and sustainable products. The proteins developed by Perfect Day inspired her to establish Betterland Foods. From the start, Perfect Day has produced a range of items to demonstrate its concept, and a foray into the milk category has been anticipated since 2019 when the company shared a media folder titled “Future Product Portfolio.” However, entering the milk market has proven to be more complex than simply launching a product.
Ryan Pandya, co-founder and CEO of Perfect Day, stated, “We only wanted to launch milk when we knew we could deliver a no-compromise option for consumers, and we’re thrilled to achieve that with Betterland Foods and Lizanne. Her legacy as a pioneer in protein and her experience in scaling consumer packaged goods (CPG) brands will help us reach a broader audience while enhancing our unwavering commitment to quality and sustainability.”
According to the press release, Betterland milk is described as rich and creamy, outperforming traditional dairy milk. It will be available in Whole and Extra Creamy varieties and marks the first product in a forthcoming portfolio. Additionally, Betterland claims that its milk is more environmentally friendly: an independent life cycle assessment conducted by Perfect Day revealed that its animal-free dairy proteins reduce water consumption by at least 96% and generate up to 97% less greenhouse gas emissions than conventional dairy from cows.
While Betterland milk signifies a significant breakthrough in the science and scalability of dairy proteins produced through precision fermentation, it also enters a competitive dairy aisle. In recent years, a plethora of plant-based milk alternatives has emerged, utilizing ingredients like oats, coconut, soy, and pea to replicate the flavor and functionality of traditional dairy. To stand out on the shelf, Betterland will need clear on-package messaging to inform consumers about its unique offering and the reasons to choose it over other alternatives.
Animal-free dairy remains a relatively new category that requires careful explanation. Currently, the products available—all utilizing Perfect Day’s proteins—are striving to effectively communicate their benefits to consumers. A recent study conducted by animal-free dairy startup Formo, in collaboration with Fordham University and Mercy For Animals, indicated that consumers are enthusiastic and curious about the category, primarily interested in it due to its perceived benefits for animal welfare. Betterland milk can easily connect this narrative to animal welfare, which may immediately attract consumers’ attention.
Moreover, Betterland milk will boast added nutritional benefits, incorporating ingredients such as calcium citrate, vitamin D3, and essential minerals, which will enhance its appeal as a health-conscious choice among dairy alternatives. With these attributes, Betterland Foods is positioned to carve out a niche in the evolving dairy landscape.
