Last week, London-based vegan milk brand Rebel Kitchen launched an innovative new vegan “mylk” that competes with traditional dairy claims. The new Dairy Free Organic Mylk line consists of three coconut cream-based milks labeled “whole,” “skimmed,” and “semi skimmed,” each bearing a blue, red, and green cap, respectively. The line was developed to help customers shop for cashew-based milk by fat content that Rebel Kitchen varies with the amount of coconut cream added to each product, which also contains brown rice for sweetness and nutritional yeast. “We’ve all grown up with shopping the milk aisle based on our preference for the red, green, or blue tops,” Rebel Kitchen co-founder Tamara Arbib said. “But when entering the plant-based arena, you had to make a decision from almond to [soy].” The new product line aims to compete with dairy milk in the way that new, meat-free burgers (such as the Beyond Burger) are currently displacing animal flesh in the meat aisle. “Never before have consumers been able to shop this category like the traditional dairy aisle,” the company’s commercial director Adam Thompson said. The new product line is currently available at British supermarket chain Waitrose.