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Source: Rude Health

Pistachio and Hazelnut flavours will hit shelves in Waitrose from 12 October in a one-litre format

Rude Health is poised to roll out a premium Barista drinks range crafted from real nuts.

Pistachio and Hazelnut flavours will hit shelves in Waitrose from 12 October in a one-litre format (rsp: £3.95).

The lineup was developed in response to “big shifts in demand for taste, transparency and premium options”, the plant-based brand said.

“Unlike most nut drinks that use flavourings to create a nutty taste, ours are made with real nuts. No flavourings, oils, gums or added sugar – just real ingredients,” said Sam Maguire, Rude Health’s UK country lead.

Dubbed as “luxurious, nutty and decadently creamy”, each drink is a blend of nuts, oats and a pinch of salt, the brand said.

The plant-based drinks market has dropped 0.8% in value in the past 12 months. However, Rude Health claims it has bucked the trend, seeing 22.2% year-on-year growth.

The NPD comes after Oddlygood Group, a leading player in the Nordic plant-based market, acquired Rude Health, in October 2024.

It also follows its recent Plant-based Glass Ceiling Report, which found that 66% of low alternative milk users and 58% of lapsed users were keen to explore new varieties, such as pistachio.

The research also revealed that natural ingredients were important to consumers, with more than a quarter of low plant-based milk users (27%) actively seeking them.

Oddlygood has grown to a turnover of nearly €50m in just six years, with a broad portfolio of plant-based dairy alternatives to milk, cheese, yoghurts, desserts and cooking products.

In July, the business announced it had hired Innocent’s former marketing lead Katie Simpson to spearhead growth within the business.

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