[Before becoming a vegan] I loved putting milk in my coffee and cereal, but plant-based milks dont work for me so far. No-one is trying very hard to deliver the full experience of what consumers value from milk. We dont want to follow the course of soya and almond milk. Were after 100% of the market, not a niche of people avoiding meat or being health conscious.
To capture the whole market you have to deliver whatever it is that consumers value from that category of product. People have been making veggie burgers forever but not trying to make something that replicates the crave-able experience that meat lovers enjoy.