Camilla Ainsworth, a finalist of “The Apprentice” 2018, has launched her vegan Salted Honeycomb Hazelnut milk in Holland & Barrett stores across the UK.
The Retail Times reports that this marks the first exclusive, UK-wide listing of Ainsworth’s brand, M+LKPLUS. Founded in early 2018, the brand advertises itself as “no naughties nut juice” featuring no refined sugar, stabilizers, or gums. Its non-dairy Salted Honeycomb Hazelnut milk features just spring water, hazelnuts, rice flour, “natural fruit extracts,” sea salt, and is fortified with calcium and vitamin D.
Twenty-two-year-old Ainsworth impressed Holland & Barrett managing director Steve Carson during the final episode of “The Apprentice,” leading to the partnership.
“M+LKPLUS was originally created to [fulfill] a personal need when I was diagnosed as dairy intolerant and was wholly uninspired by the unnatural alternative ‘m+lks’ on the market,” said Ainsworth.“It wasn’t long before I had the idea to create a super playful ‘grab and go’ nut m+lk to cater for busy millennial lives, in a variety of different nut choices and flavours.”
Last June, Holland & Barrett announced that it is actively seeking new vegan options to add to stores, prompted by the rising demand for plant-based food in the UK. According to recent data, 52 percent of British shoppers are interested in following a vegan, vegetarian, or flexitarian diet for reasons related to health, sustainability, or animal welfare.
Holland & Barrett also hopes to open a completely vegan supermarket.
“M+LKPLUS is not only a truly great tasting vegan ‘m+lk’ but the brand Camilla has created is so strong that I immediately knew I wanted to be the first retailer to stock it,” added Carson. “The nature of the product is synergistic with the trends of today’s society as health becomes less of a trend and more of an expectation. Similarly, the dairy-free juggernaut shows no signs of slowing down, as ethics play more of a role than ever in consumer food and more people are turning vegan.”
M+LKPLUS’s non-dairy Salted Honeycomb Hazelnut milk is set to launch in January 2019 in Holland & Barrett stores nationwide.
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