Braham & Murray’s Good Hemp has made its first push into the chilled aisle with a hemp-based milk alternative.
Waitrose and Asda became the first to stock the two chilled variants - original and unsweetened (rsp: £1.99/750ml) - extending the hemp-based food brand’s lineup of vegan milk alternatives to four, with two equivalent ambient SKUs also available.
The chilled drinks, made with 3% hemp sourced primarily from Canada and China, are packaged in a clear recyclable bottle designed to showcase the “natural creamy colour” of the liquid.
As well as being free dairy, they were also free from nuts, soya and gluten, said Good Hemp. The drinks’ use of natural emulsifiers enabled them to contain added calcium and vitamin D as well as prevent them from splitting in hot drinks. They are also fortified with vitamin B12
Hemp’s high omega-3 content allowed Good Hemp to pack 50% of recommended daily intake of omega-3 (250mg) into a 250ml serving of its hemp ‘milk’, it said.
The launch capitalised “on the increasing consumer trend towards healthy plant-based foods, which combine these nutritional benefits with environmental credentials” said Braham & Murray MD David Shaw.
“We believe they will be a popular choice for consumers looking for allergen-free, plant-based products with strong nutritional and environmental benefits.”
The NPD comes after private equity investor Inverleith struck a multimillion-pound deal to become Good Hemp’s majority shareholder last month.
Inverleith first invested in the brand in 2014, as part of its focus on companies operating in the health, wellbeing and lifestyle sectors. It is now set to help Good Hemp to grow its product portfolio, expand the reach of its hemp milk alternative in the UK and overseas, and increase its marketing presence.
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