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Launched on March 11, the brand new product often called Haven Oat Toddler Drink, will add to the agency’s present A2 milk and goat milk for each infants and toddlers.
The product is claimed to be 100 per cent oat-based, which CEO Kara Fleming mentioned was completely different from present plant-based toddler drinks which comprise a mix of a number of plant components from soy, pea, to rice proteins.
Utilizing a few of these components may additionally end in challenges round product style and texture.
That is particularly when pea protein is used, because it may result in unfavourable sensory facets, reminiscent of a chalky aftertaste or grainy textures, Fleming mentioned, including that this could possibly be overcome by utilizing a singular plant protein.
“To distinguish ourselves, we set out with a mindset of making a formulation primarily based on a singular plant protein and now we have been in a position to obtain that with our oat milk powder base which we fortify with a singular oat protein.
“This has allowed us to create a product with a easy components panel, superior style profile and creamy texture in comparison with different toddler choices out there,” she mentioned.
Developed beneath the steerage of meals scientist and toddler diet advisor, Lynley Drummond, the product comprises oat milk fortified with a singular oat protein, an algae-derived DHA for supporting mind improvement, and lutein for wholesome eye improvement.
It additionally comprises plant-based prebiotics and probiotics, 16 important nutritional vitamins and minerals, and a proprietary mild oil mix. It’s each palm oil and GMO-free.
“For us, creating a 100 per cent plant-based toddler drink, we would have liked to make sure that the dietary profile was appropriate as a complement to a standard eating regimen for wholesome toddlers and we needed to match the protein, fats, nutritional vitamins, and minerals ranges present in our A2 Cow & Goat Toddler Milks.
“We additionally needed to incorporate all the opposite vitamins that we all know are vital to assist wholesome development and improvement of energetic toddlers reminiscent of lutein, DHA, prebiotic dietary fibre and we even sourced distinctive dairy-free probiotics which might be manufactured right here in New Zealand to assist our 100 per cent plant-based formulation,” mentioned Fleming.
As it’s dairy-free, she mentioned that the product could possibly be catered to toddlers who had been lactose illiberal or had been affected by cow milk protein allergy (CMPA) or cow’s milk protein intolerance (CMPI).
Solely out there as a stage 3 toddler milk for now, the product shall be out there on Haven’s on-line retailer, Chemist Warehouse, and grocery store chains New World and Pak’nSave throughout New Zealand at a retail value of $42.99 (US$26.54).
Widening the plant-based market
An oat-based providing may additionally widen the present plant-based market which largely consists of soy-based merchandise. This additionally offers an alternative choice to dad and mom preferring plant-based however soy-free merchandise for his or her youngsters, mentioned Fleming.
“Including a plant-based choice to the Haven portfolio was a logical development for us, given the rise in childhood allergy symptoms and rising client preferences in direction of wholesome and nutritious plant-based choices – particularly for his or her youngsters.”
She added that there was a burgeoning world desire for oat-based merchandise, particularly oat milk.
Citing knowledge from Statista, she identified that the worldwide oat milk market has an estimated market worth of US$8.5bn in 2021 and this was projected to develop to US$18bn by 2028, with the CAGR exceeding 12 per cent.
“This strategic alignment is substantiated by the rising consciousness of lactose intolerance, a rising demand for plant-based options, and a rising emphasis on health-conscious selections.
“In introducing Haven Oat into the market, our firm not solely responds to those particular market gaps but in addition strategically positions itself as a responsive and revolutionary participant in assembly the surging demand for oat-based options in toddler and toddler diet,” she mentioned.
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