Simply Beverages—known for its Simply Orange and Simply Lemonade juices—recently launched its first vegan milk line at Target and Kroger stores in the United States, along with Walmart, Safeway, Loblaws, and other major grocery chains in Canada. The new Simply Almond line features three flavors (vanilla, unsweetened, and original) made with minimal ingredients. The Simply Almond line—which retails for $3.99 per 46-ounce bottle—is the brand’s first plant-based milk product line to launch in North America. 

Coca-Cola’s move into vegan milk comes on the heels of an undercover investigation at Fair Oaks Farms, which produces dairy milk under the Fairlife brand which is distributed by The Coca-Cola Company. Last year, animal-rights group Animal Recovery Mission (ARM) released shocking footage gathered during its year-long investigation that showed employees at Fair Oaks Farms—which advertises itself as a “humane” dairy producer—brutally abusing baby calves prompting supermarkets, including Kroger, to pull Fairlife products from shelves. This month, the Fairlife Corporation terminated high-level executives as a result, in part, of ARM’s 2019 investigation.