Agri-food company Jaouda has launched what is claimed to be the first milk alternative brand made in Morocco.
Called Nabatlé, the plant-based milk is available in three varieties — oat, almond, and coconut. All the products are calcium-fortified and free of gluten, lactose, added sugars, and preservatives.
Jaouda says the milk alternatives demonstrate its commitment to the environment and showcase Morocco’s ability to create high-quality and competitive products using local knowledge.
The launch will be supported by a campaign promoting the benefits of plant-based milk. It aims to show Moroccans, many of whom may not be familiar with milk alternatives, that the products are not just a trend but a real alternative to dairy.
“More than a plant-based milk”
Plant-based milk is a nascent market in Morocco, estimated to be worth just $7.12 million in 2025. However, it is expected to grow with a considerable CAGR of 17.84% over the next few years.
Globally, the milk alternatives market is forecast to be worth around $51.87 billion by 2032, as consumer awareness of factors such as lactose intolerance and sustainability issues continues to rise.
“Local revolution: NABATLÉ has arrived!” said Jaouda on Instagram. “First Moroccan creation in the world of plant-based milks, 100% made in Morocco. A project that celebrates the innovation, know-how, and creativity of our country, by Jaouda! NABATLÉ is more than a plant-based milk, it is a national pride that grows on our land!”
