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Brief Published: 17 Apr 2019

Plant-Based Beverage for Health-Conscious Boomers


Looking to tap into the $15bn global spending power of the boomer generation, San Francisco start-up Perennial has launched a new plant-based beverage that offers an abundance of health benefits.

The vegan, protein-rich drink is designed to ease the negative effects of ageing by boosting gut, bone and brain health. It includes prebiotic fibre to aid calcium absorption, amino acids for muscle health and algae to support brain function. The product contains no artificial flavours, colours, sweeteners, gluten or cholesterol.

Despite boomers being the fastest-growing consumer demographic and responsible for 39% of all online purchases globally, just 1% of global innovation spend and 10% of marketing dollars go towards serving this age group (Perennial, 2019).

Brent Taylor, co-founder of the brand, said: "[We developed this product because] there is a lot of frustration around the fact that this is a very forgotten demographic in food and beverage. We also just really want to create a better world for ourselves to age in."

For more on how brands can cash in on this opportunity, read Boomers: Foods Goldmine Group, Retail For the Silver Economy and The Middle Aged Gap.

See also The New Vegan Landscape for how to harness the plant-based diet opportunity.