Rude Health gets new owner amid plateau in UK plant-based milk [Yahoo! Finance]
DANONE S/ADR (DANOY)
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Source: Yahoo! Finance
This week, Oddlygood, the plant-based dairy company majority-owned by Finnish dairy giant Valio, added Rude Health to its portfolio, snapping up the London-based business from its founders. Oddlygood's latest move in the UK is by far its biggest. The company launched plant-based puddings in the country 12 months ago and its own alt-milks earlier this year. However, the deal for Rude Health comes at a time when the UK's plant-based milk market has lost momentum. According to Rude Health co-founder Camilla Barnard, the company itself has been enjoying growth in recent months but the wider category has seen sales slow and promotions have become a regular fixture on retail shelves as brands battle for custom. And Barnard, who set up Rude Health almost 20 years ago, believes brands need to work hard to win over more consumers. When Oddlygood announced the deal on Tuesday, there was perhaps an acknowledgment from the company itself that the UK plant-based milk market is in less tha
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