Discounted grocery delivery service Thrive Market will soon offer customers a proprietary non-dairy milk. Thrive co-CEO Gunnar Lovelace plans to push breakfast items in the coming months and launch several new products, including a coconut-based cereal, granola, and non-dairy milk. “We’re bringing out a single-ingredient non-dairy milk,” Lovelace tells Food & Wine Magazine. “A lot of [non-dairy milks] have stabilizers—but we had the revolutionary idea that we trust our consumer is able to shake the bottle a little bit.” Lovelace launched the membership-based company in 2014 with the mission of making healthy food accessible to more people, and for every paid membership, Thrive gives one to a low-income family, teacher, student, or veteran. The brand’s new non-dairy milk comes during the boom of the plant-based milk industry, which is predicted to reach $35 billion by 2024.
The VegNews Mega Birthday Sale ends July 31 at midnight! Get the BEST vegan recipes, travel, celebrity interviews, product picks, and so much more inside every issue of VegNews Magazine—at a special birthday price. Find out why VegNews is the world’s #1 plant-based magazine by subscribing today!