Sustainability and health conscious Chinese consumers can now look to US-owned brand Wholly Moly! to enjoy dairy-free drinks with an oat base, in Ecolean’s lightweight flexible packages.
The rising focus on health is one of the key drivers for the popularity of the dairy alternatives market worldwide. FMCG Gurus’ Top Trends 2020 report states that 73% of consumers believe it is important for food and drink products to be all-natural. At the same time, consumers are making the link between sustainability and their own personal wellbeing. As such, consumers want brands and individuals to take a proactive approach when it comes to protecting the environment and leading a more sustainable lifestyle, according to the report.
Headquartered in Silicon Valley, California, US and Shanghai, China, Wholly Moly! is a leading brand in whole-grain and oat products tailoring to a new generation of Chinese consumers. Wholly Moly!’s oat drinks are set to innovate not only their product category by offering an oat product without any additives, but also through the packaging they have chosen to launch their drinks in. Ecolean’s lightweight packaging solutions address both consumer convenience and environmental awareness. A minimal amount of packaging material means less resources used throughout the package’s life cycle – for example less energy and water in production, and lighter packaging during transport. The result – a liquid food package with less impact on the environment, offering a lighter footprint for both customers and consumers.
“Without any additives, Wholly Moly! products retain their original nutrition and sweetness. We dare to use the original taste of healthy cereals. The oats grow in the fresh soil and sunlight of the Midwest of the United States and southern part of Canada, and are packaged under strict North American standards, bringing high-quality oat products to health and sustainability conscious consumers in China,” says Claire Fang, CEO at Wholly Moly!.
“We welcome the launch of Wholly Moly! oat drinks in Ecolean packages, as a great fit for our approach to sustainability and being a responsible business in the packaging industry,” says Johnny Sajland, Chief Commercial Officer at Ecolean. “As a global packaging producer offering lightweight packaging solutions for both chilled and ambient distribution, Ecolean is active on more than 30 markets worldwide and partners with many of the most well-known brands within the dairy, beverage and liquid food industry.”
Wholly Moly! is a subsidiary of Yum Delight, headquartered in California, US. The products are available in the Greater China region and the US, through both direct-to-consumer e-retail and supermarkets and has been available in Ecolean packaging since May 2020.