An Interview with Jason Bronstad About the Growing Plant-Based Milk Industry

In a Bloomberg Intelligence report released last year, it was predicted that the plant-based food market could grow to $162 billion within ten years. This is quite impressive considering that the market was worth $29.4 billion in 2020.

This projected growth is being fueled by an increasing number of health and environmentally conscious individuals who are adopting plant-based diets. Plant-based diets don’t eliminate animal products altogether but primarily consist of fruits, vegetables, whole grains, seeds, and nuts.

Plant-based diets have risen in popularity over the past decade as studies have shown that reducing animal products from consumption improves weight control, increases cardiovascular health, and helps prevent type 2 diabetes. In addition, plant-based diets help the environment, by reducing greenhouse-gas emissions. 

Another reason people are shifting away from dairy and meat products is that vegan alternative products are on the rise. Today consumers can find an abundance of delicious alternatives to every non-vegan food imaginable. 

One of the most popular categories in the plant-based food market is non-dairy milk.  According to Statista, in 2020 the retail sales for milk alternatives in the U.S. $2.9 billion. Non-dairy milk options include: soy, almond, coconut, oat, rice, cashew, macadamia, hemp, and quinoa.

To learn more about this industry, I interviewed Jason Bronstad, CEO of MALK Organics. MALK Organics, founded in 2015 and headquartered in Austin, TX,  produces plant-based milk made of almonds and oats. 

Here is my interview with Jason Bronstad:

What is MALK Organics?

Founded in 2015, MALK Organics prides itself on leading the charge for cleaner products in the plant-based milk category and beyond. Unlike the majority of their competitors, MALK products are certified organic and contain only 3-5 simple ingredients with no glyphosates, gums, fillers, or oils. MALK’s products include Unsweetened Almond, Vanilla Almond, Original Oat, Vanilla Oat, and Chocolate Oat. Most recently, through their #turnitaround campaign, the brand is encouraging consumers to pay attention to nutrition labels and be more conscious and aware of what ingredients are in the products they use on a day-to-day basis 

Who is the target consumer for plant based milks? 

Consumers on personal wellness lifestyle journeys, consumers with dietary restrictions, or those who prefer the taste of plant based milks. 

How are consumers making buying decisions? 

The target consumer for plant based milks is basing their buying decisions on health profile, taste, quality and clean ingredients, and how well it can be adopted into a routine. 

What are the health benefits of alternative milks? 

Alternative milks don’t contain hormones from cows, they’re lower in sugar, saturated fat, and calories, and they do not contain cholesterol. Plus, they are rich in vitamins and minerals. 

How does MALK set its brand apart from other plant-based milk products? 

MALK believes in transparency - from recipe to product design. With only 3-5 ingredients in each SKU, MALK products use certified organic whole foods that are sourced with care for the consumer and the environment. MALK products are dairy, gum, filler, gluten, oil, and GMO free. 

What is #TurnItAround? 

The #turnitaround campaign encourages consumers to turn around the products they are purchasing and pay close attention to the nutrition labels and ingredients, with the goal to illuminate MALK’s clean labels. Unlike other plant-based milk brands that label the backside of their packaging the "Boring Side,” MALK is highlighting their "Best Side" (the simple ingredients on their nutritional facts panel). With the rise in popularity of plant-based milks, MALK is on a mission to deliver the cleanest one out there. Unlike other alternative milks, MALK products have no dairy, gums, fillers, oils, or carrageenan and are made with only a few simple and familiar ingredients.

What is the projected growth of the plant-based milk market? 

According to Mintel, the dairy alternative milk category is forecasted to double in dollars in the next 5 years to over $6.3 billion dollars. Gen Z’er’s and Millennials are lead consumption of dairy alternatives driven by health and sustainability factors (e.g. environmental and animal welfare).