The Situation

You would think that hip, new, plant-based milks are Almond Breeze’s biggest competition, but you’d be wrong. Cow’s milk is still tried and true, with 2% and whole milk being the most popular in American households. Alternative milk types are just as common as 1% and skim.

The Ambition

Almond Breeze wanted to go from being the #1 almondmilk to the #1 plant-based milk. Impossible without converting dairy drinkers.

The Challenge

Dairy drinkers think almondmilk is thin, watery, and tasteless.

The Ask

The original assignment was to build a business & brand case for Keto milk: Almond Breeze made with almond oil with a higher fat content for ketogenic eaters. It was deep COVID times, keto was the hype, and the ketogenic diet market was estimated to grow from $9.7B in 2018 to $15.6B in 2027.

The Unlock

Our demand analysis showed keto milk could double Almond Breeze’s business, but there was significant overlap between keto and non-dairy users. The NEILSEN BASES scores with gen pop suggested the product was capable of far more than just keto benefits.

We realized the almond oil that makes the product keto also gives it a rich and creamy texture, which resolves the #1 sacrifice made in the dairy → non-dairy switch.

The Product Pivot

Forget the Keto niche. We could take almondmilk mass by launching a creamier almondmilk that lures in dairy lovers, appealing to 5x more people.