This seems to be an exciting time for consumers and producers of alternative dairy products in Southeast Asia, particularly Singapore. According to data by Mordor Intelligence, this is influenced by the rising prevalence of lactose intolerance, which led to consumers searching for a healthier alternative.

According to the report, plant-based beverages are “naturally lactose-free and are generally considered to be lower in cholesterol and fat than animal-derived milk.”

“Further, the market is witnessing penetration of local brands specialising in innovative product offering to serve the consumer need for dairy-free beverages,” the report writes.

At e27, we have also witnessed the rise of local tech startups that are working in the sector, producing the alternatives to existing dairy products, particularly cow’s milk.

The promise of success also draws global startups to try their hands in this market, including California-based Perfect Day, which has recently launched its animal-free milk Very Dairy.

Also Read: Cell-based milk startup TurtleTree bags US$30M Series A to expand product portfolio

The milk is not plant-based; it is made of animal-free whey protein. The company describes it as “the same nature-identical protein found in traditional dairy, but without involving a single cow.”

“The microflora is given the genetic code for whey protein, fed plant sugar, then, through the process of fermentation (similar to making bread or beer), convert these ingredients into the animal-free whey protein, identical to what one finds in traditional milk,” the company explains.

This results in a vegan-friendly milk product that is lactose-, cholesterol- and hormone-free, low in sugar and saturated fat, and rich in protein and calcium.

In an interview with e27, Alex Brittain, SP of International at Perfect Day, explains that the company aims to create an impactful product by making it to be as close as possible to the traditional milk that consumers know and love. It also adds additional values such as its health and environmental benefits.

“It is what we are seeing universally in the markets where we are launching,” he explains. “That is like the number one driver of choice, followed by health and sustainability in that order.

Eyeing Asia

Founded in 2014 by bioengineers Ryan Pandya and Perumal Gandhi, Perfect Day works on the intersection of biological engineering, food innovation, and consumer products to create a greener tomorrow.

Also Read: Why Sesamilk thinks plant-based milk is healthier than cow milk and has a bright future

In Singapore, the launch of its Very Dairy milk follows the launch of animal-free ice-cream brand Coolhaus in July 2022. The ice cream product is developed using the same animal-free milk protein as Very Dairy.

The brands are available in various supermarket chains in Singapore for S$4.95 for the milk’s one-litre package.

“Our international expansion has only just started, and it’s starting with Asia, [particularly] in Singapore and Hong Kong … I think we have been really, really pleased with the reception and the support that we’ve been getting from retailers, distribution partners, and manufacturing partners that we have identified in the region,” Brittain says.

“I think the alternative protein landscape is well-developed here … When we talk to consumers, they are open to trying new, different innovation.”

But this does not mean that entering the Singapore market is not without challenges. In the context of ice cream brands, Brittain names strong attachment to existing major brands as something that is “deeply ingrained” in the market.

“It is hard coming in as a fledgling player with new technology to break into people’s repertoires and habits. [But] one of the good things about [ice cream] is that, basically, it is a category where consumers are open to trying new innovation,” he says.

Following the launch of its ice cream and milk brands in Singapore, Perfect Day aims to introduce its brands to new markets before expanding to other product categories.

—

Fundraising or preparing your startup for fundraising? Build your investor network, search from 400+ SEA investors on e27, and get connected or get insights regarding fundraising. Try e27 Pro for free today.

Image Credit: Perfect Day

The post Not a single cow harmed: How Perfect Day aims to win over Singapore’s alternative dairy market appeared first on e27.

Source link