- Nestlé's Nesquik is introducing a new beverage brand called GoodNes, which will debut with the release of Chocolate Oat Milk this month, according to an email sent to Food Dive.
- This non-dairy option has 6 grams of plant-based oat and pea protein per cup as well as 40% less sugar than chocolate almond milk.
- The product will be available nationwide in January where it will be sold in 46-ounce bottles for $4.59.
While oat milk and better-for-you treats are trendy, traditional dairy has been struggling. But Nesquik, with its 70-year history, has adapted to the times, and it is once again proving its drive to remain relevant with this latest offering.
Plant-based has been growing in popularity as yogurts, hamburgers, milks and countless other products have entered the space. To be sure, Nesquik's GoodNes is not the only brand to step into the area with a plant-based option for consumers who are looking to curb their consumption of animal products. U.S. sales of plant-based milk products alone grew by almost 6% between 2018 and 2019, according to investment firm UBS.
Oat milk in particular is increasingly popular. Last year, Danone launched a line of oat milk yogurts under its So Delicious brand as well as Oat Yeah, a range of oat milks that's part of its Silk brand. Chobani also has gotten into the oat milk space with its oat milk yogurt and beverage introduced in 2019. With many other companies entering the oat beverages realm, including Elmhurst, Sweden's Oatly and Campbell Soup’s Pacific Foods, GoodNes will face heavy competition.
The growing number of products in the space underscores the demand for more plant-based options from consumers across the dairy category. Nesquik, however, is merging two trends with its GoodNes line: plant-based and nostalgic treats. The nostalgia appeal that the classic Nesquik brand brings could help attract consumers and enable it to stand out on shelves.
Although Nesquik has traditionally been marketed to children, brand owner Nestlé has reassessed its target audience and landed on millennials as a viable segment of avid flavored milk drinkers. In 2016, the Swiss company released Nesquik's Protein Plus, a line of high-protein flavored milk. The product was specifically targeted at "casual athletes," or "average, not-necessarily-buff guys who get a kick out of acting like teens in their leisure time."
To make its other, less targeted products appealing to the same demographic, Nesquik in 2015 reduced the sugar and artificial flavors and colors in its products. After reformulation, the new Nesquik powders cut the added sugar in the chocolate variety by 15% and in the strawberry flavor by 27%.
Last year, the company further innovated based on added-value initiatives with the European release of Nesquik All Natural in a new paper packaging material that is plastic-free and fully recyclable. This innovation helped the brand to land on Morning Consult's Fastest Growing Brands list for 2019.
Nesquik is keeping a pulse on the top trends to help it stand out as traditional dairy struggles. The incorporation of plant-based products into its portfolio through GoodNes could serve as a wake up call for other companies that are resistant to the changing tide of consumer taste.
With such a large, established brand that does not market itself as a better-for-you product entering the space, it may be time to acknowledge that plant-based has moved beyond just a way to premiumize a product into something that is now more of an expectation by consumers. With the reality of what constitutes a dairy product changing, consumers should expect to see even more plant-based dairy options appearing on shelves in 2020.