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The largest U.S. milk producer is going bankrupt as young consumers reach for plant-based “milks” instead.

Nov 14 2019

The largest U.S. milk producer is going bankrupt as young consumers reach for plant-based “milks” instead. The downfall of the Texas-based Dean Foods, which includes brands TruMoo, Land O’Lakes, and Friendly’s, can be blamed on higher dairy prices and Millennials. Young consumers’ interest in veganism has fueled the rise in milk alternatives, and one analyst reports that the average consumer has plant-based dairy 21 times a year—up from 18 times in 2014. YPulse has found that non-dairy milk is a top food trend among young consumers, with more saying they’ve tried it than have eaten the stereotypical avocado toast. (Fast Company)