Chocolate milk brand Slate Milk raises additional $3.3m in seed round, expands distribution to 4,000 stores


 Slate Milk ​has grown 300% in the past year and increased its head count from three to 30 employees, said co-founder Manny Lubin, who claims Millennials love chocolate milk, but want something with more protein and less sugar in a format that’s “a bit more hip than that bottle of YooHoo​.”

The Slate brand is still learning what is resonating with shoppers, but key usage occasions include breakfast, the 3pm pick-me-up, post workout and late night treat,​ said Lubin, who founded the company with college friend Josh Belinsky in 2018.

The heaviest users are “active millennials and healthy-minded parents, typically aged 20-44, that are exercising weekly, trying to increase protein and decrease sugar in their (or their children’s) diet,” ​Lubin told FoodNavigator-USA.

“Our repeat purchase rate online in the past 30 days is double from what it was all of 2020, and we believe it’s due to not only the taste improvement​ [the brand recently went from 17g protein and 9g added sugar to 20g protein and 0g added sugar], but also the nutritional makeup of the products.”

‘The product has been very well received by the fitness and sports communities’

Retail partners include Harris Teeter, Giant Food, Giant Martin’s, Wakefern, Hannaford, Bristol Farms, Central Market, Whole Foods,Wegmans, and Publix, said Lubin, who says the brand is now sold in around 4,000 stores as well as online at slatemilk.com and Amazon.

We are now sold in dozens of gyms and fitness centers across the country, and also now sell to a handful of professional sports teams. This is a channel we are starting to put more of a focus on as the product has been very well received by the fitness and sports communities due to its high protein and low sugar content.”



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