DrinkStar GmbH has recently unveiled a new range of pea-based milk alternatives called PRINCESS AND THE PEA. The new pea drinks are all vegan and rich in plant-based protein, which is comparable in quantity to the protein content of conventional cow’s milk. The new products will initially only be available on the German market.
The innovative products will be offered in environmentally-friendly 1 litre beverage cartons and will be available in the two varieties “Original unsweetened” and “Original with dietary fibre”, as well as in the indulgent flavours “Chocolate”, “Vanilla” and “Coffee”.
Volkmar Goebel, Head of Marketing at Drinkstar, told vegconomist: “PRINCESS AND THE PEA is now on sale and will be distributed through various channels. These include the LEH full-range retailers and hypermarkets, as well as drugstores and health food stores. There will also be a focus on product-specific Internet stores and our own planned online mail order business (from early March).”
According to the company, the peas for the drinks are grown exclusively in Europe and are GMO-free. The peas’ high protein yield results in relatively low land and water consumption and is therefore beneficial for the environment.
“PRINCESS AND THE PEA is naturally lactose-, gluten- and allergen-free, making it the ideal drink for the increasing number of consumers with food allergies or intolerances,” explains Roland Bittermann, Managing Director of DrinkStar. “In addition, young people in particular are questioning factory farming and the globally managed cultivation of raw food materials and their long transport routes. With PRINCESS AND THE PEA, we want to offer these consumers a real alternative.”