Volumes rose 28.4%. However, if you include sales from outlets not covered by IRI such as Whole Foods, ALDI and Trader Joe’s, Packaged Facts estimates 2014 sales were likely closer to $1.19bn.Īccording to Packaged Facts, almond milk is taking share from dairy milk but also from soy milk, sales of which plummeted 16.1% to $346m in 2014. According to IRI multi-outlet data, US retail sales of almond milk rose from $686.6m in 2013 to $946m in 2014 (refrigerated: $854.3m + shelf-stable: $91.7m), a 38% rise. “We considered that, whilst consumers might not be aware of exactly how almond milk was produced, they were likely to realize… that the production of almond milk would necessarily involve combining almonds with a suitable proportion of liquid to produce a 'milky' consistency.” However, the ASA said most shoppers understood that you needed to add a fair bit of water to create almond milk: In 2012, for example, shoppers complained to the UK Advertising Standards Authority (ASA) that Alpro UK (owned by WhiteWave Foods) was misleading shoppers by calling its products ‘almond milk’ when it contained just 2% almonds. However, the almond level issue has come up in the UK. įocusing on the small amount of almonds in almond milk is a new line of attack for plaintiff’s attorneys in the US, who have historically targeted almond milk companies for using the term ‘milk’ to describe a non-dairy beverage, or ‘evaporated cane juice’ to describe sugar. However, the ingredients list for original Almond Breeze on the UK website provides a number for the UK product: Almonds (2%), which the plaintiffs in the US lawsuit have seized upon. UK advertising watchdog comfortable with 2% figureīlue Diamond does not disclose how much almond is in Almond Breeze in the US. It goes on to note that carrageenan – a seaweed-based food ingredient widely used for its gelling, thickening and stabilizing properties - has been “linked to cancer", a statement it does not support with any scientific data beyond a news article quoting the Cornucopia Institute, which has been heavily criticized by industry experts for spreading misinformation about carrageenan ( click HERE).Īccording to the Blue Diamond website, the ingredients list for Almond Breeze original (shelf stable) almond milk is: Almondmilk (filtered water, almonds), evaporated cane juice, calcium carbonate, sea salt, potassium citrate, carrageenan, sunflower lecithin, vitamin A palmitate, vitamin D2, d-alpha-tocopherol (natural vitamin E). “Blue Diamond is selling products that are branded as almond milk and leading people to believe that the products are made primarily from almonds when the products only contain 2% of almonds.” The phrase ‘Made from real almonds’ coupled with multiple pictures of almonds on the packaging also reinforces the notion that Almond Breeze is mostly made from almonds, says the lawsuit, again echoing the arguments made by POM Wonderful. ”īD is ‘leading people to believe that the products are made primarily from almonds’ However, it notes that “ upon an extensive review of the recipes for almond milk on the internet, the vast majority of the recipes call for one part almond and three or four parts water, amounting to 25-33% of almonds. The Blue Diamond lawsuit does not state the exact percentage of almonds a reasonable consumer would expect to see in a commercial almond milk product. The case has echoes of the high profile POM v Coke lawsuit (which ended up in the Supreme Court) in which POM Wonderful accused Coca-Cola of misleading shoppers by marketing a beverage comprised almost entirely of apple and grape juice as a ‘Pomegranate Blueberry flavored blend of 5 juices’ (the juice contained just 0.3% pomegranate juice and 0.2% blueberry juice). In the amended false advertising lawsuit*, filed in New York on July 14, plaintiffs Tracy Albert and Dimitrios Malaxianis argue that Blue Diamond falsely portrays its best-selling Almond Breeze almond milk as being made primarily from almonds, when - they allege - it contains only 2% almonds and is mostly made from water, sugar, carrageenan and sunflower lecithin. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.
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