Made Group, the FMCG brand house known for its Cocobella coconut water, Impressed plant based drinks, and Loco dairy-free creams, is now launching its newest product into the market: ReMilk. Through ReMilk, Made is hoping to offer an alternative to more traditionally made milks: offering 50 per cent less sugar, and 50 per cent more protein, by way of an innovative new filtration system. Using a patent pending cold filtration technology, Made is able to separate the different parts of the b
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Made Group, the FMCG brand house known for its Cocobella coconut water, Impressed plant based drinks, and Loco dairy-free creams, is now launching its newest product into the market: ReMilk. Through ReMilk, Made is hoping to offer an alternative to more traditionally made milks: offering 50 per cent less sugar, and 50 per cent more protein, by way of an innovative new filtration system.Using a patent pending cold filtration technology, Made is able to separate the different parts of the base milk, before converting lactose to other forms of sugar, and removing half of the milk’s sugar contents. “We actually had to set up our own manufacturing plant, as opposed to just working with local contract manufacturers like we had with previous products,” Made Group co-founder Luke Marget told Inside Retail. “There hasn’t been a lot of evolution in the milk space in recent years, but we’ve worked out a way to remove some of the naturally occurring sugar in our Gippsland-farmed milk.”Removed sugar wil be reused in Made’s other products, limiting the waste created by the manufacturing process. Delivered in 100 per cent renewable and recycled packaging made from plant-based raw materials, the product is one of Made’s most sustainable to date.The war on sugarThe average Australian consumes around 100 litres of milk a year, said Marget, and while low-fat variants have existed for some time there hasn’t been much of an opportunity for consumers to cut down on their sugar intake. “One of the biggest focuses for food and beverage companies in recent years has been listening to their consumers and trying to find ways to reduce sugar,” said Marget.“In the lead up to developing ReMilk we went out to consumers and did some research, and asked questions around their views on milk, sugar, and protein. And we found that around 65 per cent of them were actively looking for ways to reduce sugar in their diet.”By finding a way to reduce sugar in an everyday staple like milk, Marget argued, consumers can cut their sugar intake without changing their overall behaviour. It isn’t a matter of cutting out particular kinds of foods, which are still fine in moderation, but instead in picking up a different milk bottle at the supermarket.The growth plan for the business in the short term is to focus on improving its distribution and marketing: the product is already available at Woolworths supermarkets around the country, and Made is in talks to get ReMilk into independent grocers in the coming months.However, in the longer term, Marget said it’s too early to say.“I think it’s such a new concept that it’s difficult to see exactly where it could go,” Marget said.“The total dairy category sits at around $3.2 million, and the specialty milk category makes up about $350 million of that. We feel like over time we can build up a meaningful share of that market.”
