Malk Debuts High-Protein Plant-Based Whole Milk Amidst Growing Demand for Protein and Clean-Label Products
US plant-based milk brand Malk Organics has launched a high-protein, additive-free whole milk, following a year in which its sales neared $100M.
Malk's Latest Innovation
US plant-based milk brand Malk Organics has introduced a new product, Whole Malk, a high-protein, additive-free whole milk. This move follows a successful year for the company, with sales nearing $100M. The product is designed to better replicate the neutral flavor of cow's milk, while delivering more protein without any additives like emulsifiers or gums.
Whole Malk is made from a base of soy, coconut, cashews, and pea protein. It contains 5g of protein per 100ml, compared to the 3g found in conventional whole milk. The product also has a small amount of fibre (1.25g per 100g) and is fortified with micronutrients like iron, potassium, magnesium, and vitamins B2, B12, and D.
Addressing Consumer Needs
Malk's latest innovation is a response to two converging trends: the growing demand for protein and a gap in the chilled non-dairy milk category for a product that delivers meaningful amounts of this nutrient only through clean-label and organic formulations. Consumers are looking for everyday foods that deliver more nutrition without compromising ingredient integrity. According to Malk president Ryan Rouse, "Consumers are looking for everyday foods that deliver more nutrition without compromising ingredient integrity." Whole Malk combines 12g of plant protein with essential vitamins and minerals in a product that's made for coffee, cereal, smoothies, cooking, and family meals.
The Importance of Protein and Clean-Label Products
The demand for protein is on the rise, with nearly three in five Americans prioritising protein this year. Another poll shows that 65% of Gen Zers and millennials are trying to consume more protein, rising to 73% among GLP-1 users. The furor around ultra-processed foods has contributed to this shift, with half of American shoppers worried about artificial ingredients, chemicals, and preservatives.
Malk's Whole Malk is a response to this trend, offering a clean-label and organic product that delivers meaningful amounts of protein. The product is made from a blend of organic coconut, cashew, soy, and pea protein, with each ingredient having a specific job. Pea protein proved to be the ideal complement to soy, delivering a complete protein profile while maintaining the clean ingredient standards, creamy texture, and neutral taste that Malk is known for.
A large taste test by Nectar found that conventional milk enjoys much higher overall likeability than the average plant-based alternative. However, Malk's president believes that plant-based milk has spent too much time trying to be a substitute instead of becoming just as useful. Rouse says, "Dairy didn't earn those numbers overnight.
It earned them by becoming indispensable. It's part of people's daily rituals. I think plant-based has spent too much time trying to be a substitute instead of becoming just as useful." Whole Malk was designed to fit seamlessly into consumers' daily routines, delivering meaningful protein, vitamins, and minerals in a product that's easy to use.
Success in a Challenging Market Malk's Whole
Malk has been successful, with the company surpassing $94M in sales in 2025, a 46% rise from its 2024 total. The brand attributes this momentum to expanding with the right retail partners, introducing products that meet evolving consumer needs, and remaining committed to simple, organic ingredients and ingredient transparency. The launch of Whole Malk is not the only move by Malk to address consumer needs.
The company has also expanded its product line to include other clean-label and organic products that meet the evolving needs of consumers. As the demand for protein and clean-label products continues to grow, Malk is well-positioned to meet this demand and become a leader in the plant-based milk market.
Source: Green Queen