Kizmet exec underscores feminism in dairy sector, adaptogens and herbs gain traction in plant-based NPD

02 May 2022 --- Plant-based dairy alternatives have been gaining traction in industry for years. However, as consumers are demanding more from their dollars, more are starting to learn about the true cost of non-vegan beverages, asserts Marissa Bronfman, chief brand officer of Kizmet Impact Capital. Meanwhile, conscious consumers continue to seek out non-alcoholic beverages, where adaptogens and herbs are also playing a key role in “elevating the drinking experience.”

The organization is an investment fund focused on “democratizing impact investing” by building a portfolio of purpose-driven companies.

The company recently participated as a sponsor of the Vegan Women Summit (VWS).

Bronfman previously founded Shot of Gold, a superfood social impact business, and We Are Women, a non-profit initiative empowering female entrepreneurs in Canada’s F&B industry.

She speaks to FoodIngredientsFirst about the importance of building a healthier and more environmentally sustainable future.

A feminist issue?
For Bronfman, it is crucial to support women in this space, as she believes “dairy is a feminist issue.”

Marissa Bronfman previously founded Shot of Gold, a superfood social impact business, and We Are Women, a non-profit initiative empowering women entrepreneurs in Canada’s F&B industry.“Female cows are forcibly impregnated to produce milk for human consumption. Their babies are ripped away from them, destined for the same torture or slaughter. Women have always been at the forefront of the plant-based movement, as activists and entrepreneurs, and are truly leading the charge with creating the future of plant-based beverages (and food),” she states.”

“I respect how female-owned Goodmylk has created their oat and hemp mylks, and their activated creamers, with pure organic ingredients, no fillers and sustainable packaging.”

Eye on milk alternatives 
Bronfman explains how the alternative dairy category is continuously evolving to keep up with the demands of today’s modern and more conscious consumers. 

“A key trend we are seeing in this space is vegan milks being made from proteins that are easier to grow and better for the environment, such as pea and millet,” she states. 

“Millions of people are starting to learn about the true cost of non-vegan beverages: they are terrible for the environment, represent the needless suffering and death of billions of animals, and can have detrimental effects on human health..”

Almond milk initially drove the early years of this trend, but we came to understand that almond crops are hard on the planet, she outlines. “As more companies embrace regenerative agriculture moving forward, we will see this reflected in ingredients and ways plant-based milks are made.”

Good for people and the planet
Moreover, entrepreneurs are innovating and creating countless new options for consumers that speak to a growing demand for healthy options that are also good for the planet, notes Bronfman. “New businesses – and old – now have to create superior products with transparent supply chains.”

“Consumers are demanding more and voting with their dollars. Gone are the days when a few billion-dollar corporations could flood the market with products that may taste good but are harmful.”

She believes that industry could experience the end of large-scale dairy milk being produced in our lifetime. “The world is waking up to the fact that the dairy industry is responsible for huge climate and health issues all around the globe,” asserts Bronfman.

In line with this, Kizmet aims to invest in profitable plant-based companies that positively impact people and the planet. “This represents a win for all involved: the planet, animals, founders, customers and shareholders,” she adds. 

Looking to the future, Bronfman predicts that pea protein will have “a big impact on the plant-based beverage industry.” Suppliers are responding accordingly, with agri-food giant Cargill recently ramping up its RadiPure pea protein production in the Middle East, Turkey, Africa and India to meet global consumer demand.

“With further innovation in cell-based meats, I’m certain we will start to see the same approach to dairy replacements for beverages and food,” Bronfman forecasts. Daydream Drinks is low-calorie, non-alcoholic, and made with plant-based, natural ingredients like herbs and adaptogens.

Back to basics
Meanwhile, Bronfman describes how Kizmet is seeing plant-based non-alcoholic beverages tap into the use of herbs and adaptogens to offer consumers an elevated experience – perhaps to calm or, conversely, to energize, which “is really exciting,” she claims.

“Although absolutely innovative, it is also a back-to-basics approach. Ancient civilizations used plants for countless positive uses in beverages. I’m seeing the same trend with companies creating caffeine-free coffee replacements, like Mud/Wtr, who are using tea, superfoods and adaptogens to give people energy with the stress and crash that coffee can often cause.”

Non-alcoholic beverages replacing alcoholic beverages is a trend that’s here to stay, according to Bronfman. “More consumers are choosing non-alcoholic beers, wines, spirits and adaptogenic beverages instead of alcohol-based drinks.”

“Whether they’re choosing it for their physical or mental health, expect to see current brands continue to take market share and for many new brands to debut,” she adds.

“Partake Brewing’s non-alcoholic beers, Acid League’s wine proxies and Daydream Drinks’ adaptogenic beverages are three brands out of Canada that I have my eye on,” she concludes.

By Elizabeth Green