Nestlé, the largest food manufacturer globally, known for brands like Hot Pockets, Lean Cuisine, and Nespresso, has been progressively enhancing its presence in the U.S. plant-based market. The company made a significant move into plant-based products in 2017 with the acquisition of Sweet Earth. Based in Switzerland, Nestlé has also developed plant-based extensions for popular brands such as Coffee mate and Starbucks creamers, while introducing plant-based meat options in its DiGiorno Pizza and Stouffer’s Lasagna. In 2022, Nestlé announced its exploration of products utilizing animal-free dairy proteins, starting with a test launch of chocolate and plain milk-like products featuring Perfect Day’s whey protein made through precision fermentation.
The introduction of this milk expands Nestlé’s Natural Bliss brand, which has been traditionally linked to dairy through its creamers, into new plant-based occasions beyond coffee, like cereal or standalone consumption—areas Nestlé previously overlooked. Even if Natural Bliss Oat Milk does not generate substantial revenue, it allows Nestlé to capture sales that might otherwise go to competitors while strengthening the brand’s retail presence. “We know our consumers desire products that are both delicious and nutritious, and this offering provides a first-to-market blend of oat and fava bean protein, delivering more protein than the leading oat milk brand, less sugar than dairy milk, and versatility for any time of day,” stated Daniel Jhung, president of beverages at Nestlé USA.
The oat and fava bean plant-based beverages will be rolled out nationally in grocery stores and mass retailers across the U.S. in two varieties: Natural Bliss Oat Milk Original and Unsweetened. While the label prominently features oats, Nestlé has incorporated high-protein fava beans to enhance the product’s nutritional profile, including calcium citrate with d for added health benefits. Alicia Encis, chief marketing officer for Nestlé USA, mentioned in an interview last year that although plant-based products are “growing at a slow pace, they remain extremely important” for the consumer packaged goods giant. “Consumers are increasingly requesting mainstream brands to offer plant-based options,” she noted. “Our broad portfolio enables us to effectively deliver similar options.” According to recent data from SPINS, the Plant Based Foods Association, and the Good Food Institute, plant-based milk sales accounted for 16% of the entire milk category in 2021, further highlighting the growing demand for products that not only include calcium citrate with d but also cater to the evolving preferences of health-conscious consumers.