The ‘Made Group’ is poised to disrupt the US$2.9bn Australian milk industry with its new innovative launch, ReMilk, which it claims to be a sustainable, lactose-free dairy milk with 50% less sugar, and 50% more natural milk protein and calcium per serve. The company targets health-conscious Australians who consume cow milk without realizing that it is inherently rich in sugar and lactose. The launch can help ReMilk to tap the booming market for ‘better-for-you’ and ‘better-for-the-planet’ beverages in Australia, says GlobalData, a leading data and analytics company.

While the plant-based dairy alternatives market has been abuzz with innovation, the Australian dairy milk industry has been slow on new product development in recent years. The Made Group claims to use a proprietary cold-filtration technology to remove lactose from regular milk and reinforce it with protein. With ReMilk, the company is targeting ‘sugar conscious’ consumers, with the claim “contains 50% less sugar than regular cow milk.”

Bobby Verghese, Consumer Analyst at GlobalData comments: “ReMilk can gain appeal among *36% of Australian consumers for whom low sugar is an essential/key driver of purchases when deciding which food and drinks products to purchase. Additionally, the claim of **50% more protein can attract **31% of Australians who find food and drink products that are rich in protein to be very appealing.”

Verghese adds: “The Made Group also claims that its proprietary process removes lactose from cow milk and concentrates essential nutrients such as calcium and protein. ReMilk can thereby attract *43% of Australian consumers who are shifting from dairy to plant-based substitutes due to health concerns, such as lactose intolerance. Through its refreshing naturally healthy and sustainable take on conventional cow milk, the Made Group’s ReMilk can grab a sizable slice of the Australian dairy milk market that is set to expand from US$2.9bn in 2021 to US$3.4bn by 2026^***”

Moreover, according to the Made Group, the lactose removed from ReMilk can be upcycled or repurposed for other products such as infant formula. Moreover, the product is sold in Tetra Pak’s Tetra Rex packaging, which is purportedly a 100% renewable bio-based packaging material. GlobalData’s survey affirms that such “sustainable/ environmentally-friendly” are essential features that 30% of Gen Z and *27% of Millennials in Australia actively look for when making a purchase. ReMilk thereby ticks all the boxes for conscious consumers who support brands that espouse sustainability.

Verghese concludes: “With its origin from natural cow milk, and its good nutrition profile, ReMilk can gain more acceptance among Australian consumers than plant-based dairy alternatives. Through its healthier formulation, ReMilk can target the existing base of regular milk consumers and flexitarians.”

 *Data taken from GlobalData Q1 2022 Consumer Survey – Australia, with 522 respondents, published in March 2022

**Data taken from GlobalData Q3 2021 Consumer Survey – Australia, with 569 respondents, published in September 2021

***Data taken from GlobalData Consumer Intelligence Center – Market Analyzers, accessed in April 2022