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Slate chocolate milk12/20/2023 That said, the Sharks’ feedback during the episode – which aired almost a year after it was filmed, by which time the formulation had changed considerably – drove Lubin and Belinsky to work even harder to get the sweetening and flavoring system right. While many investors interested in early-stage CPG brands are heavily focused on plant-based products, they also recognize the growth in lactose-free and ultra-filtered, higher protein milks such as fairlife, and the growth in beverages such as cold brew combined with dairy milk, said Lubin, who has secured financing from a variety of investors including Riverpark Ventures, OneRepublic lead singer Ryan Tedder, Halo Top International CEO Doug Bouton, and Drizly co-founder Nick Rellas.īut it hasn’t all been plain-sailing, added Lubin, who observes that the brand’s appearance on Shark Tank last year did not go entirely as planned (spoiler alert: Mark Cuban was not a fan). “When they buy it, our consumers often say that they are not necessarily looking for a chocolate milk, they see the high protein, low sugar, see it looks indulgent, and they put it in their cart.” Shark Tank (spoiler alert: Mark Cuban was not a fan of the early prototype) “We’re still learning what works best, but we don’t want to be next to children’s chocolate milks, because that’s not where our consumers are going. “In some retailers we’re in the dairy cooler, in others we’re in the functional beverage cooler next to single serve coffees and kombuchas and teas, and in Publix, we’ll be in the new age beverages set,” explained Lubin, who co-founded marketing firm, Reppr, a job board offering millennials and Gen Z-ers brand ambassador and influencer opportunities Retail partners include Harris Teeter, Giant Food, Giant Martin's, Wakefern, Hannaford, Bristol Farms, Central Market, and select regions of Whole Foods Market, with expanded distribution in the convenience store channel and Publix coming online later this quarter. The brand is still learning what is resonating with shoppers, but from early feedback online, the key usage occasions are “ breakfast, the 3pm pick-me-up, and post workout,” said Lubin, who has brought in a series of new hires in recent weeks to support the retail expansion and fast-growing DTC business. Slate is delivering both of these things." "While there are other chocolate milks, RTD protein shakes, and lactose free milk options, many of our retail partners have seen success in nostalgic and functional products. Slate - ultra-filtered, high-protein, lactose-free chocolate milk in shelf-stable cans that adults “ won't be embarrassed to carry around” – is now available direct to consumer (DTC) via and Amazon, and will be in roughly 3,000 stores by the end of March, said Lubin, who founded the company with college friend Josh Belinsky in 2018. While fluid milk sales have been on a downward trajectory for years, sales of more functional dairy products have grown, says Slate Milk co-founder Manny Lubin, who claims many Millennials love chocolate milk, but want something with more protein and less sugar in a format that’s “ a bit more hip than that bottle of YooHoo they drank as kids.” Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.
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