DMK Group launches vegan spreads under Milram brand
DMK Group is further expanding its vegan portfolio as part of its Strategy 2030 and will be launching vegan spreads under its Milram under the names “NaturStreich”, “FrühlingsStreich” and “PaprikaStreich” from April 2023.
Following the successful launch of the first vegan products last year, the spreads are the next major milestone in a core market for the company. A vegan grated cheese alternative in the varieties “Pizza-Zeit” and “Auflauf-Zeit” will follow as additional products.
With the new spreads, the company wants to reach new target groups who use plant based alternatives on both a regular and occasional basis.
“We want to give consumers the opportunity to easily choose according to their individual preferences,” says Carsten Habermann, COO Brand at DMK Group. In doing so, the vegan spreads meet all the criteria that customers already know from the milk portfolio under Milram and from the German market leader in seasoned quarks: excellent taste and variety combined with short, understandable ingredient lists without artificial flavours, preservatives or flavour enhancers.
“In keeping with our brand motto ‘Macht´s euch einfach lecker (relax and treat yourself)”, we offer consumers alternatives under Milram’s 100 % plant-based line where they don’t have to do without anything,” says Habermann. “We thus believe that a coexistence of dairy and non-dairy products can work well, stimulate the market and offer dynamic growth opportunities. That’s why we don’t see competition here, but an opportunity to reach more consumers.”
With its approach, the company is now clearly focusing on the vegan segments.
“We are taking a very targeted approach to establishing the new business segment and are taking a close look at which categories and product segments we are present in the market and can expand the business segment. The market for plant-based alternatives is a rapidly developing, agile market in which all players are currently trying to find their position. The goal is to find the right balance between meeting consumer needs for alternatives on the one hand and being present in the categories that are relevant for us on the other,” says Habermann.
The vegan spreads based on pea protein and coconut fat will be produced at DMK’s Erfurt site and will be available in stores in 155g cup format from April 2023.