Emmi Beleaf

Source: Emmi UK 

The Swiss dairy giant said the new range gave it an opportunity to diversify and target flexitarians

Emmi has become the latest major dairy player to diversify into plant-based products with the launch of Beleaf, a range of drinks, yoghurt alternatives and cultured shots made with almonds and oats.

The dairy giant introduced Beleaf into its Swiss home market in March and will start rolling the brand into UK retailers later this month.

Targeted primarily at flexitarians but also certified vegan, the Beleaf brand focuses on “great taste, clean ingredients, minimal processing and sustainable packaging”, Emmi said. The booming plant-based category represented an opportunity for Emmi to diversify “and continue to provide consumers with uncompromisingly great tasting products”, it added.

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Made at segregated manufacturing facilities owned by the processor in Spain and Switzerland, the range is made up of almond-based small yoghurt alternative pots in berries, mango & passionfruit and plain almond variants (rsp: £1/120g); alongside almond-based big pots in mango & passionfruit and plain almond flavours (rsp: £2.50/350g).

The brand lineup also includes almond-based cultured shots in strawberry and plain variants containing live active cultures and added vitamins (rsp: £3/6x65g), an almond-based unsweetened drink and an oat-based unsweetened drink (rsp: £1/one litre).

The drinks will go on sale across wholesale and convenience channels from 17 June, followed by a listing for the brand’s 350g yoghurt alternatives in Tesco on 6 July and for both sizes of the yoghurt alternatives and the shots in Asda on 22 July.

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Beleaf was “inspirational, joyful and modern and delivers on great taste”, said Emmi UK MD Julie Plant.

The launch will be supported by a digital marketing campaign from late July, while Emmi had plans for further distribution and had a “range of innovation in the pipeline to expand our offering”.