Thanks to a new relationship with Silk, a Danone-owned vegan brand with a suite of dairy-free goods, Grammy Award-winning musical singer Kelly Rowland is assisting her fans in making the switch from cow’s milk to dairy-free alternatives. Rowland is assisting Silk in launching its TikTok presence with videos promoting the #SwapItWithSilk taste challenge as part of the cooperation.
Rowland shows viewers the interior of her fridge in her debut TikTok video developed in collaboration with Silk, where she has exchanged dairy goods for their dairy-free Silk counterparts, including milk, creamer, and Greek yogurt. Rowland describes Silk Nextmilk as “now she’s rich and creamy” in the film, adding that Silk’s dairy-free Greek style yogurt is “thicc with two ‘c’s.”
Rowland’s second TikTok video for the partnership includes her cousin, who she blindfolded for a taste test of daily milk-forward foods cooked with Silk’s Nextmilk, including cookies dipped in milk, a milkshake, and granola and milk. Rowland’s cousin is quick to point out that milk was a crucial component of all of the samples, proving that the dairy-free option is a suitable substitute for the cow-derived version.
Rowland will continue the campaign by entrusting the #SwapItWithSilk tasting challenge to a group of yet-to-be-identified influencers.
Silk’s Vegan Milk
Silk has been around since the 1990s, and it is owned by WhiteWave Foods, which also owns the brands So Delicious, Vega, and Alpro. Danone, a global firm, paid $12.5 billion for WhiteWave in 2016. In order to compete with more dairy-like goods, Danone has been interested in additional innovation in the dairy-free alternatives industry in recent years. Danone launched its “plant-based 2.0” platform last year as a result.
Danone has launched additional “dairy-like” products under this new platform this year. Danone created Nextmilk and Wondermilk under the Silk and So Delicious labels, respectively. Unlike earlier vegan milks, which were derived from a single source (such as soy, almond, or coconut), these new ones are manufactured from a combination of various bases to simulate the whole range of characteristics of cow’s milk, including sweet, sour, and salty tastes, as well as a creamy texture. Danone also created Alpro Not Milk for the European market and utilized Wondermilk as the cornerstone for a new ice cream brand called So Delicious.
“Some consumers remain skeptical about plant-based food and beverages due to taste and texture, but Silk Nextmilk is on a mission to change that. We deconstructed dairy to create this revolutionary product that delivers the taste and texture we think dairy drinkers will love… Thanks to Silk Nextmilk—a true category game changer—we’re confident dairy lovers will want to cross the aisle,” stated John Starkey, President of Plant-Based Food and Beverages at Danone North America.
Silk’s Celebrity Endorsements
Rowland’s endorsement of Silk comes after the company began a celebrity-driven campaign to market its oat milk last summer. Silk’s G.O.A.T. campaign was created in collaboration with Lightning Orchard and highlighted people who are the Greatest of All Time (G.O.A.T.) in specific fields.
Silk dubbed renowned chef Gordon Ramsay the G.O.A.T. of Yelling in Kitchens for the commercial, a moniker he graciously embraced despite his earlier criticism of vegetarians. “Well, it took my kids getting on me, but now I really enjoy cooking more plant-based dishes at home and in my restaurants… Let me tell you, I know greatness when I taste it, and I am loving Silk Oatmilk for both sweet and savory recipes,” Ramsay stated on social media.
Alicia Silverstone, best known for her role in the film Clueless, was chosen the G.O.A.T. of ’90s Fashion, while athlete Gabi Butler (from the Netflix series Cheer) was named the G.O.A.T. of Cheerleading.
Source: “KELLY ROWLAND CHALLENGES TIKTOK FANS TO GO DAIRY-FREE” by VegNews
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