MilkinOats, the first homegrown oat milk brand in India, has launched vegan milk chocolate bars made with their high-fibre dairy alternative. Rolling out in two flavours, the new 100% plant-based, cruelty-free bars are crafted in small batches, replicating the creamy taste that consumers love about traditional milk chocolate using the brand’s oat milk base squeezed out of locally, India-grown oats.
Based out of Delhi and Mumbai, MilkinOats prides itself as being the first local oat milk startup in India, launching its line of dairy-free oat beverages at the beginning of this year, just three months after its founding in October 2020. Now, the brand has added another beloved dairy product to their line-up of alternatives, launching new vegan-friendly 40% milk chocolate bars made with its creamy oat milk made using native-grown oats.
And it’s not just the oats that are Indian in origin. The single-origin cacao used to make the bars is sourced from an estate in Idduki in Kerala. The team told Green Queen Media that they aim to get all their ingredients from India, and they are huge believers in the #vocalforlocal movement that is trending across the country. Director Ashna Goel, who co-founded the bootstrapped startup with Vishwesh J. Nair mentioned what a shame it is that the country’s cacao farmers are not celebrated abroad. “Indian cacao is such a good quality, and it’s being underused. Only local Indian brands use it”.
Available in two flavours – Chalet Velvety and Almond Crunch – the milk chocolate bars contain only natural plant-based ingredients, like vanilla, cashews and almonds, in addition to its own-brand dairy-free oat milk alternative. Currently, both chocolate flavours coming in two 50-gram packages are available to Indian consumers for INR 199 (US$2.74) and INR 249 (US$3.43) respectively, through online retailers, such as Amazon, Flipkart and Veganmall, as well as directly via MilkinOats’ own e-commerce website.
Goel says they are actively working on introducing their products to brick-and-mortar stores too.
We are expanding our reach through offline retail channels in Delhi and Mumbai.Ashna Goel, Director & Co-Founder, MilkinOats
“We are expanding our reach through offline retail channels in Delhi and Mumbai,” Goel says, adding that even as they scale, they’re committed to producing in “small batches at a time” to ensure that their preservative-free, soy-free and additive-free bars are as fresh as possible.
Since rolling out their vegan milk chocolate bars, MilkinOats says that the response from shoppers has been positive, and sales are steadily on the rise.
“While chocolates are considered to be a slow-moving product, we have been able to cater to approximately 400 consumers in just one week of the launch,” Goel tells Green Queen Media. “The initial response from consumers on our chocolates has been exceptionally good.”
The initial response from consumers on our chocolates has been exceptionally good.Ashna Goel, Director & Co-Founder, MilkinOats
Though right now self-sustained, MilkinOats is beginning to search for outside funding to fuel its bold ambitions. “We are looking out for angel or venture capital funding in order to grow and expand the business line,” Goel explains.
MilkinOats is a place where everything is made out of oats. We’re totally obsessed with oats and passionate about sharing its benefits with all.MilkinOats
MBA-graduates Goel and Nair, who have a background in computer science and hotel management respectively, also shared the inspiration for the company, telling us that at the core of their mission was to “make oats a part of every Indian kitchen”.
“MilkinOats is a place where everything is made out of oats. We’re totally obsessed with oats and passionate about sharing its benefits with all.”
On their website, the brand lists its low water footprint, requiring 7-times less water to produce than other plant-based dairy like almond and soy, the cruelty-free advantages and even the “natural sweetness” that comes from the almighty oat as some of the many reasons why they believe the crop is the future.
All images courtesy of MilkinOats / lead image designed by Green Queen Media.