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Strive Freemilk, the protein-rich, precision-fermented dairy play, will roll out broadly thru Walmart chain with its shelf-stable Tetra Pak offering after winning so-called golden ticket during recent open call. The move, which will merchandise brand in shelf-stable milk section of most stores, represents major step up for Strive, which has been deliberately targeting NY metro and Kansas City, near its home base of Wichita, Kan, as it gropes for right messaging and formats for cutting-edge but tuff-to-communicate concept. Walmart push also comes as brand's suitability for trending cold-foam coffee toppings has been building momentum, with brand rolling out thru NY's Joe Coffee chain after successful 7-store test and in late stage of evaluation at prospective customers like Dutch Bros, as cofounder Denny Cohlmia told us today during one of his frequent visits to NY. He's operating brand with his wife JT after they for decades ran big KanPak dairy processing plant in Wichita. They've largely self-funded venture so far but Denny indicated they're seeking about $1.5 mil in outside funding for working capital to support key expansions. Strive Freemilk, recall, employs third-party fermentation process to yield milk that's indistinguishable from cow's milk, except that no cow was required to create it. That would seem to be compelling message to shoppers who're concerned about herds' impact on climate change or put off by allegations of animal mistreatment by rivals like Fairlife. But it's difficult enough to explain that Freemilk has found it more effective simply to tout liquid's delicious but lactose-free milk attributes and its robust content of 10 g of protein per serving. On-pack, lesser messaging describes item as "animal-free dairy milk" but doesn't belabor matter. After all, shoppers don't trek to Westside Market or Hy-Vee because they're in need of a chemistry lesson, founders have concluded.The Walmart launch will include shelf-stable 32-oz Tetra Paks of its Original and Chocolate flavors and an addition, Cold Brew Coffee, in section that includes items like Vita Coco, Cohlmia told us. If all goes well, he's hoping to get his 48-oz bottled multiserves into retailer's dairy coolers in spring resets.Meanwhile, brand is logging progress in both test markets, NY and Kansas City (BBI, Jun 30). In Big Apple, brand has enlisted J&J Farms Creamery as distribution partner with reach into 2,500 locations in metro, augmenting efforts of more targeted Gotham DSD, whose efforts likely will be dialed up again once brand is more established and ready to reintroduce its single-serve items. Also in mix are some 300 Associated groceries via distributor C&S. Sales effort in complex market has been considerably boosted by recruitment of B&A Food Brokers, entrepreneur said. On foodservice side, as noted, brand is now in every Joe Coffee outlet in metro, numbering over 20, thanks to cold foam fit. That in turn has allowed brand to expand presence within coffee/foodservice specialist Odeko. As Cohlmia marveled, excluding modest-size local chains, let alone Starbucks and Dunkin', city boasts 2,750 indie coffee shops that Odeko can help Strive to penetrate.Then there's KC, which was chosen as deep-dive market not just for its regional proximity but because it skews uncommonly low for Safeway or Kroger banners. In that market, brand has been making steady inroads into local stores of chains like Price Chopper, Hy-Vee and Fareway. Nestled alongside brands like Fairlife and Lactaid there, brand has doubled its velocity per store since spring, Cohlmia said. For now, brand's various items are produced at Mountaintop in W Va and Pittston in Penn, tho it continues to feel out larger-scale players if brand ignites.

After Narrow Focus on NY & KC, Strive Freemilk About to Roll into Walmart; Adds Cold Brew Coffee SKU; Cold-Creamability Lends Allure to Cafes

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