MOROCCO – Jaouda has launched what is reported to be Morocco’s first locally made milk alternative brand. Named Nabatlé, the plant-based milk is available in oat, almond, and coconut varieties.
The company states that all the products are calcium-fortified and free from gluten, lactose, added sugars, and preservatives.
According to Jaouda, the introduction of Nabatlé highlights its commitment to environmental sustainability while demonstrating Morocco’s ability to develop high-quality and competitive products using local expertise.
The company has initiated a campaign to promote the benefits of plant-based milk, particularly targeting Moroccan consumers who may not yet be familiar with such alternatives.
The campaign seeks to emphasize that these products are more than just a trend and serve as a viable substitute for dairy milk.
The plant-based milk market in Morocco is still emerging, with projections indicating it could be worth US$7.12 million by 2025.
However, reports suggest the sector is poised for significant growth, with an anticipated compound annual growth rate of 17.84% over the next few years.
On a global scale, the milk alternatives market is expected to reach approximately US$51.87 billion by 2032, driven by increasing consumer awareness of lactose intolerance and sustainability concerns.
Jaouda expressed enthusiasm about the launch, describing it as a milestone for the country. “Local revolution: Nabatlé has arrived!” the company stated on Instagram.
“First Moroccan creation in the world of plant-based milks, 100% made in Morocco. A project that celebrates the innovation, know-how, and creativity of our country, by Jaouda!”
The company also positioned Nabatlé as a source of national pride, developed entirely from local resources.
“Nabatlé is more than a plant-based milk, it is a national pride that grows on our land!” Jaouda added.
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