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Hatch milk it for Mighty Society’s Pea Mylk launch

by Victoria Tidmarsh Victoria Tidmarsh

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  • Posted on Wednesday 5th June, 2019

This week we’re celebrating the launch of The Mighty Society’s pea mylk range!

We’re delighted to be a part of the challenger brands’ launch to market, which sees the product hit the shelves in over 1,000 stores – including 300 Sainsbury’s, 500 Holland & Barrett stores and several Whole Foods Market UK stores.

The plant milk market is booming – a growth of 30% since 2015 according to Mintel – and when co-founding brothers, Tom and Nick, decided to take on such a competitive market with the ‘small but mighty’ brand, they knew they’d need to produce something special; something that was not only veggie and vegan friendly, but that was also kind to the planet and still tasted great.

Our challenge was to get this message out there and celebrate the quality of product, using both consumer and trade PR to make noise about the brand, shout about its availability, and to tell the story of the guys behind the mylk.

So, we pulled out a range of top-notch press releases, packaged up the samples, and sent the news of pea mylk out into the world. Once we’d confirmed that it is in fact NOT green (thanks to the yellow split peas it’s made from), the response was brilliant. Seeing The Mighty Society in the likes of London Evening Standard, Yorkshire Post and Food & Drink Technology is a huge step for them, and we’re proud to have been involved in shining the spotlight on such a great new brand.