Developed by Liz Fisher (who has a background in gross sales at manufacturers together with KeVita and Pirate’s Booty), legal professional Rebecca Cross, and designer Vivian Rosenthal – Lavva launched in January 2018, underwent a packaging revamp in January 2019, and is now obtainable in 2,000 shops together with Complete Meals, Sprouts, Wegmans, The Contemporary Market and Safeway.
The plant-based yogurt class is notching up robust double-digit progress,* albeit off a small base, and is turning into a fiercely aggressive a part of the shop with merchandise from business heavyweights similar to Danone (Good Vegetation, So Scrumptious, Silk) and Chobani (non-dairy); plant-based specialists similar to Daiya, Forager, Yooga, Kite Hill and Good Karma; and new entrants similar to British model Coconut Collaborative.
Nonetheless, Lavva has a shorter, cleaner components listing, with no gums, stabilizers, flavors, added sugars or excessive depth sweeteners, and a extra interesting texture than opponents due to a mixture of buttery pili nuts, starchy younger plaintains (which comprise resistant starch, a prebiotic), and creamy cassava roots, Fisher instructed FoodNavigator-USA.
“Pili has no actual style but it surely has an opulent mouthfeel.”
No added sugar a key buy driver
Whereas the pili nuts are clearly a speaking level (Lavva is likely one of the first corporations to include them right into a packaged meals), Fisher mentioned the model – which is backed by S2G Ventures and Collaborative Fund amongst others and is now elevating extra capital – is resonating with customers on many ranges.
“The truth that Lavva has no added sugar is admittedly registering as a driver, virtually as a lot because the plant-based side. I’ve one key account the place the client says he has a duty to herald extra manufacturers with no added sugar.
“I feel there may be additionally room within the class for one thing that’s simply utilizing entire meals and easy components and a a lot decrease water focus. We’re lower than 9% water.”
She added: “Mainstream customers are choosing up fewer cups of dairy yogurt per purchasing events, and they’re making an attempt one thing else, so there may be a whole lot of experimentation proper now, which is nice for us.
“Though plant-based yogurts have been round for a very long time, many individuals try them now for the very first time, so I feel it’s going to kind itself out [the winners and losers] over the following six to 10 months.”
Whereas at $2.49/cup, Lavva is costlier than, say Chobani non-dairy, there may be room out there for premium choices, whereas many of the components are additionally natural, mentioned Fisher. “We are able to’t play that yogurt pricing recreation, and our clients are ready to pay somewhat extra.”
Lavva components (authentic): Natural coconut water, natural coconut cream, plantains, natural pili nuts, natural coconut powder, natural cassava root powder, natural lime juice, natural Himalayan salt, stay vegan cultures.
Unique Lavva (MSRP $2.49/cup) has 170 energy, 7g sugar (all naturally occurring principally from the plaintains), 2g protein and 13g fats.
The new product pipeline
So what’s next for the brand, which is co-packed in upstate New York, with a west coast facility likely to follow early next year?
A trademark filing suggests possible moves into adjacent categories including non-dairy cheese, butter, creamers, toppings, baked good fillings, snacks, and beverages. However, the focus right now is on growing the core product, said Fisher.
“We’re working on products that utilize the pili nut, which is a very hot ingredient for followers of the keto diet because it is extremely low in carbohydrates, plus we’ll keep to our core tenets of no sugar added and cultured.”
*According to Nielsen data shared by The Good Food Institute, US retail sales of plant-based yogurts were up 54% in the year to August 11, 2018.