Simply has a new squeeze.
The juice brand that made its mark with a promise of honestly simple ingredients is entering the booming alt-milk market with the launch of Simply Almond™.
Three varieties of the premium almond milk – Original, Unsweetened Original and Vanilla – hit shelves this spring in Simply’s signature 46-oz., multi-serve carafe bottles.
The country’s No. 1 chilled juice and juice drink brand is crossing over to the $1.3 billion almond milk category, which grew 7% in 2019. Almond milk is driving nearly 60% of the growth of the alt-milk segment – which also includes soymilk, coconut milk, oat milk, cashew milk and more – and 46% of almond milk drinkers are frequent buyers of at least one Simply beverage product.
Unlike most almond milk brands, Simply Almond does not use gums or emulsifiers to thicken or stabilize the beverage.
“We knew we wanted to stay true to the Simply brand promise to use only simple, recognizable ingredients, so we challenged our R&D team to develop an amazing-tasting almond milk without thickeners,” Marx explained. “The fact that they were able to pull it off is a huge breakthrough and major differentiator for us.”
Simply Almond is being marketed as a delicious complement to cereal or coffee, or as an ingredient in baked goods and smoothies. The three varieties, which contain between 50 and 90 calories per 8-oz. serving, also can of course be enjoyed on their own.
A fully integrated marketing campaign including TV, social, digital and in-store creative – supported by sampling and couponing activations – will kick-start the Simply Almond rollout. The category-crossing innovation follows the 2018 launch of reduced-sugar Simply Light Orange and Simply Light Lemonades, and the 2019 debuts of both Simply Smoothies™ and Simply Teas.