Going nutty for “ancient” almond milk
Picture a dark time, long before coffee… The Almond Board of Australia has unveiled a new campaign that encourages people to raise a glass of almond milk this Easter to support our local producers and growers. The campaign’s key message is that almond milk is not just some hipster fad; it’s actually been around for 900-odd years. The hero piece of the campaign is a video featuring a medieval troubadour re-telling (or more precisely, re-singing) the history of almond milk. It’s so bad, it’s awesome.
No flash in the pan
Using eye-roll-inducing humour and a Monty Python-esque vibe, the video explains that while the invention date of the plant-based milk remains a mystery (“not even Wikipedia is sure”), it was consumed in abundance during the Middle Ages.
Almond Board of Australia Market Development Manager Joseph Ebbage says the quirky campaign aims to educate consumers about the fact that almond milk first became popular in Europe in the 1100s. It reinforces the message that it’s not just a temporary fad for vegans or “baristas with beards”.
“Demand for plant-based milk has soared over the past five years,” Ebbage says. “This period saw the launch of almost 60 new almond milk products in major supermarkets.”
The increased consumption of plant-based milks reflects the increasing popularity of plant-based diets and a better understanding of the health benefits it can offer.
“Almond milk is soy, lactose and dairy-free,” Ebbage says. “So it’s suitable for people who are allergic to soy and cow’s milk or are lactose intolerant. It’s also winning the taste test. So take a tip from our medieval ancestors this Easter. Grab a carton and discover for yourself why it’s remained popular for 921 years.”
The Almond Board is urging shoppers to seek out Australian-made brands to support local growers and manufacturers. Currently, there are more than 40 Australian products available in our major supermarkets, with many more in foodservice.