NotCo, San Francisco, debuted in the United States with the launch of NotMilk in Whole Foods Market stores nationwide.

Toward the end of 2018, I penned a column defending Dairy Foods' coverage of the plant-based dairy-alternative space. The column was in response to reader feedback suggesting such coverage was harming dairy farmers and the dairy processing industry.

Plant-based dairy alternatives are certainly nothing new. Soy "milk" for example, has been available commercially for years and years.

In its March 2020 "Top Trends in Dairy 2020" report, London-based GlobalData outlines the key consumer and innovation trends currently impacting the global dairy market.

Back in 1977, milk, the genuine dairy kind, was still a mealtime staple for most families. In fact, per-capita fluid milk consumption stood at 247 pounds, a whopping 101 pounds more than the tally in 2018, according to data from the USDA Economic Research Service.

Übermilk contains protein derived from peas, oats and sunflower seeds.

In 2017, Target Corp. released a TV commercial in which the father says that he's going on a milk run and asks what everyone wants. One child says skim milk, one says chocolate milk and the third child says that she's not doing dairy this week.

The plant-based products come in three flavors.