Beverage business insights

NEW PRODUCTS: Launched by Asian American in Dubai Using Italian Ingredients, Koita Plant-Based Milk Line Arrives in US Plant-milk line launched 7 years ago by American expat in Dubai using Italian ingredients finally is heading to American shores. Koita Foods is bringing over its 6 plant-based bevs with view to carving out niche in crowded market thanks to key ingredients’ terror in nutrient-rich Italian Alps, near Mt Vesuvius.
The lineup includes Organic Almond, Oat, Soy, Soy for Coffee (“Designed by Italian baristas. Made for frothing”) and Rice entries, along with Organic Coconut using fruit grown in Thailand. The shelf-stable line produced in Italy and packed in 1-liter Tetra Pak boxes uses steam treatment to retain taste and extend shelf life. Pricing is nestled between Pacific Foods and Elmhurst entries, less than $5. Initial distributor is Chex Finer Foods in Northeast. Brand should start to appear in NY/NJ retailers by first week of Oct.

Founder Koita is described as father of 3 of South Asian heritage who sought to bring better products to families across the Middle East, sourcing ingredients from Italy’s Mt Vesuvius area whose ash-infused soil already is tied to highly regarded pasta, wine and cheese. He started co in 2013 out of Dubai, expanding to 10 countries, including US military bases in the Middle East. “There are loads of competitors and plant-based milks are everywhere,” he allows. “But it turns out people truly love the taste of our Italian-grown milks.” Koita was born in NJ and grew up in Chicago, attending Northern Illinois Univ and developing career in software at Boeing and elsewhere, per his Linkedln profile.