Soulfresh has secured a UK listing with Waitrose for its Nutty Bruce plant-based milks, including its Activated Almond M*lk, Activated Almond & Oat M*lk (RRP: £2.25/1l) and Oaty Bruce Unsweetened Oat M*lk (RRP: £2.00/1l).
This is the first time that an activated nut milk will be sold at Waitrose, following a deal to supply Nutty Bruce to its supermarkets nationwide and online.
Nutty Bruce hails from Australia, where it is one of the leading plant milks. Providing a completely unique product to a burgeoning category, Nutty Bruce taps into the substantial growth in demand for plant-based milks: a market that is now worth £81.5 million in the UK, an increase of 21.5% over the past 12 months.
Each of the Nutty Bruce nut milk SKUs contains a high content of almonds, and the Nutty Bruce range is made using organic whole activated almonds. It is claimed that activated nuts are closer to being alive, giving them increased nutrient value.
The Bruce range contains no thickeners, gums, preservatives, colours, stabilisers, nut pastes or added oils.
Dom Dalton, General Manager at Soulfresh, said: “We are very excited to be partnering with Waitrose to list three products from the Bruce range. We are the first brand to supply activated nut milks to this retailer, providing shoppers with real choice in a growing category as plant-based milk consumption continues to rise in the UK. Through this development, we are significantly expanding our distribution so that more consumers than ever can access our innovative products.”
Alice Shrubsall – Partner & Buyer at Waitrose, said: “We're expanding our plant-based drinks selection to give our customers even more options to choose from. We know our shoppers are looking to incorporate high-quality and innovative plant-based food and drink into their diet and we’re delighted to be stocking these plant-based drinks from the Bruce range.”