What can a brand of plant-based yogurt tell us about the consumer market?

What is (or what was) Vega cashew milk yogurt?

Positive comments

Negative comments

People who liked the yogurt

  • praised it’s nutritional profile
  • thought it was worth the cost

People who disliked the yogurt

  • disliked the texture (watery)
  • thought it was expensive
https://www.godairyfree.org/product-reviews/vega-protein-cashewmilk-yogurt

What and Who is Vega?

Plant-based food & beverage sales is increasing at WhiteWave Foods

Net Sales (%) at WhiteWave Foods from 2014 to 2016 (data is taken from the WhiteWave Foods 2016 Annual Report). Product categories (appearing in clockwise order) and net sales % from 2014–2016, respectively, include plant-based food & beverages (36%, 38%, 39%); coffee creamers & beverages (29%, 28%, 29%); premium dairy (19%, 20%, 19%); and organic salads, fruit & vegetables (17%, 15%, 13%). Data: https://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_WWAV_2016.pdf

So, what happened?

  • Was it not as selling well compared to other products?
  • Was it too costly to manufacture the product (cashews are generally more expensive compared to similar alternatives, such as almonds)?
  • Is it being re-formulated for an eventual re-release?
  • Was it not part of the company’s plant-based vision anymore?

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Zhannetta Gugel

Zhannetta Gugel

Scientist with interests in ecology, public health, and neuroscience. Former biotech patent analyst. PhD in neurobiology @ Caltech.