Almarai’s Dilemma: Introducing Planted-based Milk

Almarai has more than four decades supplying the market with quality products. Almarai’s product line includes milk, juices, bakery items, and poultry. The business has been successful in introducing new products to the market. Dairy milk is a highly consumed, and demanded nutritional food product in the GCC and mainly in Kuwait, but the latest trends concentrate on lowering the consumption of animal products.The food industry is aiming toward the plant-based milk options, such as soy, almond, oat, rice, and coconut milk. This case study explores the difficulties encountered by Almarai, a leading dairy company in Kuwait, as it considers whether to introduce plant-based milk to its product portfolio.