Launched on March 11, the new product known as Haven Oat Toddler Drink, will add to the firm’s existing A2 milk and goat milk for both infants and toddlers. The product is said to be 100 per cent oat-based, which CEO Kara Fleming said was different from existing plant-based toddler drinks which contain a blend of multiple plant ingredients from soy, pea, to rice proteins. Using some of these ingredients could also result in challenges around product taste and texture. This is especially when pea protein is used, as it could lead to unfavourable sensory aspects, such as a chalky aftertaste or grainy textures, Fleming said, adding that this could be overcome by using a singular plant protein. she said. Developed under the guidance of food scientist and infant nutrition advisor, Lynley Drummond, the product contains oat milk fortified with a unique oat protein, an algae-derived DHA for supporting brain development, and lutein for healthy eye development. It also contains plant-based prebiotics and probiotics, 16 essential vitamins and minerals, and a proprietary gentle
Oil blend. It is both palm oil and GMO-free. said Fleming. As it is dairy-free, she said that the product could be catered to toddlers who were lactose intolerant or were suffering from cow milk protein allergy (CMPA) or cow’s milk protein intolerance (CMPI). Only available as a stage 3 toddler milk for now, the product will be available on Haven’s online store, Chemist Warehouse, and supermarket chains New World and Pak'nSave across
New Zealand at a retail price of $42.99 (US$26.54). An oat-based offering could also widen the existing plant-based market which largely consists of soy-based products. This also provides an alternative to parents preferring plant-based but soy-free products for their children, said Fleming. She added that there was a burgeoning global preference for oat-based products, especially oat milk. Citing data from Statista, she pointed out that the global oat milk market has an estimated market value of US$8.5bn in 2021 and this was projected to grow to US$18bn by 2028, with the CAGR exceeding 12 per cent. she said.