| Industry: | Beverage |
| Foundation: | Dallas, Texas, U.S. |
| Location City: | Dallas, Texas |
| Key People: | Jeff Richards |
| Products: | Plant-based dairy-alternative beverages and creamers |
| Location Country: | U.S. |
Mooala Brands, LLC, or simply Mooala, is an American beverage company headquartered in Dallas, Texas. Primarily known for their "bananamilk" product,[1] [2] the company manufactures various dairy substitute products that are organic and plant-based.[3]
Jeff Richards founded Mooala Brands, LLC on November 30, 2012, in Dallas, Texas.[4] [5] After being diagnosed as lactose intolerant in 2012, Richards began experimenting with different recipes to find a dairy-alternative milk.[6] Due to his mild nut allergy, Richards began with bananas because, as he noted, they "are free of the top eight allergens."[6] Richards then "took the recipe to the University of Minnesota to make sure it was something that could be commercially produced."[6] He and the university were able to "achieve a rich, creamy flavor" using a batching and cooking process including bananas, sunflower seed butter, cinnamon, and sea salt.[2] [6] The resulting flavor is akin to banana nut bread.[2] [6]
Mooala products were first introduced at local Royal Blue Grocery stores in Dallas, in August 2016.[7] The company's catalog initially included just beverages, notably their "bananamilk" line, but also almond milk and oat milk variants.[8] In February 2018, Mooala announced the company raised $5 million in equity capital in order to facilitate expansion.[9] Fast Company documented Mooala as having the fastest growth in 2018 year-over-year sales "among newcomers to the alt-milk category."[2]
In July 2019, Mooala launched plant-based creamers.[8] In November, Mooala completed a $8.3 million Series A equity financing.[10] [11] By this time, Mooala was sold in major grocery chains such as Whole Foods, Kroger, and Costco, among others.[5]
In early 2020, the company experienced high levels of growth, compared to its 2019 figures.[12] However, the COVID-19 pandemic in the United States invoked fears of meat shortages, resulting in the company experiencing further growth as part of the broader growth in the plant-based industry.[12] In October, the company expanded to include non-perishable versions of its products.[13] In December, Mooala launched the beverage industry's first keto vegan milk.[14]
The original banana milk variant has received generally positive reception from online reviewers and general consumers,[15] as well as media publications. In 2019, Sara Cagle of Brit + Co wrote positively of Mooala's banana milk, commenting that "the lightly sweet blend of water and puréed bananas differs from its more neutral non-dairy predecessors in that it actually tastes like its main ingredient — bananas."[16] Writing for CNET, Amanda Capritto opined that the banana milk "is actually rather yummy (if you like bananas)," adding that "taste-wise, banana milk compares to sipping on a 'healthified' milkshake. It's sweet, slightly fruity and super-creamy."[17]
When analyzing its health benefits, Shape wrote that "In general, banana milk might seem like a winner, especially since it boasts essential nutrients and half the calories and two-thirds the fat of two-percent milk," but added that its lack of protein and fiber should be noted.[18]