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.