Private label producer Farm Dairy in Lelystad has thrown a stone in the dairy pond with the introduction of hybrid dairy drinks. Together with the Danish Planet Dairy, it is launching hybrid drinking dairy products containing 30% to 40% plant-based ingredients from fava beans (broad beans) from Dutch arable farming cooperatives. Albert Heijn is the first buyer. Various processors are unpleasantly surprised.
The new product has been in the works for several weeks and according to a statement from Farm Dairy, retailers are lining up to buy the new product. On the website The product was also announced by Farm Dairy for some time. At the private label fair PLMA in Amsterdam, an attempt was made to further promote the new product, earlier this week there was the press release that Albert Heijn would be the first in the Netherlands to put the new drinks on the shelves, as part of the Beter Voor line.
That was the moment when the dairy farming and the Dutch dairy industry realized what was happening. The matter was immediately raised within the trade association ZuivelNL. There were heated discussions, because is this another attack on the authenticity of dairy and what can be said for and against hybrid dairy? And what will it mean for the dairy sector?
Border across
Many members of the NZO believe that a line has been crossed with the series of products in question. Dairy products often contain a small percentage of other ingredients, such as sugar or fruit, but 30% or 40% is really going too far, according to them. However, the NZO trade association has not yet come to a conclusion when asked. Chairwoman Mireille Einwachter of FrieslandCampina was unable to respond, although the matter has been discussed several times this week. The organisation itself maintains that the dairy sector, as an innovative sector, offers 'a broad and diverse product range that responds to changing needs'. "There is plenty of choice and something for everyone." In previous situations, the dairy sector has successfully opposed products that suggested they were dairy, but also contained large quantities of other ingredients.
Arend Bouwer (Farm Dairy)
Proud of product
General manager Arend Bouwer of Farm Dairy watches with interest how the discussion unfolds. "I am quite proud of our product, although I don't think 'hybrid' sounds very nice", he responds. The product is not really on the shelf as a 'hybrid', but as a 'semi-skimmed or full-fat dairy drink'. Bouwer: "We simply make a tasty product from Dutch soil, with which we can probably reach a new group of consumers. We also make complete milk substitutes and traditional dairy. The sales of complete milk substitutes are stagnating a bit and here and there the sharp edges of the contrasts seem to have worn off. An intermediate form with animal and vegetable components is not such a crazy proposition. We simply produce on behalf of the retail sector and see what the consumer does and does not want."
Two owners
Farm Dairy is an independent dairy processor, owned by FrieslandCampina for almost 50%, and owned by the De Bruijne family, owner of Farm Frites, for the same amount. On paper, it is said to be the sole shareholder, but it is more nuanced. However, the milk does not come from FrieslandCampina, but in the case of Albert Heijn from A-ware. A-ware says it has no involvement in the creation of the end product and also believes that it should be clear that dairy comes from cows.