Bryan Adams launches vegan milk alternative

As a founding member of the vegan start-up bettermoo(d), Bryan Adams wants to further advance veganism by encouraging consumers to give up cow's milk.

Canadian rock legend Bryan Adams has teamed up with the Vancouver-based start-up bettermoo(d) for vegan dairy products, with the aim of bringing about change in the global food system, starting with dairy. The start-up is currently developing a range of vegan dairy products that mimic the taste and texture of traditional cow's milk products.

Adams has been advocating the benefits of a plant-based diet for more than three decades, encouraging his fans to consider the impact of our traditional food system on our health and the health of animals. As a founding member of bettermoo(d), Adams aims to help raise awareness of responsible dietary choices, such as choosing plant-based milk over conventional dairy products, in order to improve individual health and the world we live in.

««When I first stopped eating animal products, everyone thought it was just a phase», Adams said on Instagram. «That was 30 years ago. And at the beginning I wasn’t sure whether I would get everything I need from plants. Like most of society, I had been brainwashed into believing we needed to eat animals. But that’s simply not the case … If you want to give it a try, you have to give the whole thing a chance. Detoxing animal products from your body requires patience and commitment, but your body will thank you once you’ve done it.» When Adams turned 60 in 2019, he also attributed his youthful appearance to his vegan diet.

«Being plant-based isn’t just a trend – it’s about making better choices«, said Nima Bahrami, CEO of bettermoo(d), in a statement. «By developing delicious alternative dairy products made from sustainably sourced, quality ingredients, we make it easier for consumers to make this better choice.«

The company's first plant-based dairy product, Moodrink, combines a proprietary blend of herbs and vegetables with organic oats, which the company says resembles what cows ate before the era of factory farming. Healthy plant-based fats and vitamins are added to make the drink as creamy as conventional dairy products. Moodrink is set to launch across Canada this winter and will also be available in special flavors such as vanilla, matcha, and chai.

Oat milk is the latest craze

The launch of bettermoo(d) comes at the right time, as oat milk has become consumers' most popular plant-based milk option in recent years. Measured by sales, plant-based milk is the biggest driver in the plant-based product category. While this category is dominated by almond milk, oat milk is not far behind, with a remarkable growth rate. The company believes that consumers prefer oat milk not only for its creamy texture, but also because oats are a sustainable crop that requires less water to produce than other plant-based milks.