Rude Health has launched a new premium barista milk alternative range, debuting in two varieties – pistachio and hazelnut – this month (October 2025).

The line is claimed to offer two first-to-market innovations for the UK alt-milk category – the pistachio variety positions itself as the only pistachio barista drink in the country that is made with real pistachios, while the hazelnut is claimed to be the only one made with real hazelnuts.

Each of the premium drinks is crafted by blending real nuts with oats and a pinch of salt to create a ‘luxurious, nutty and decadently creamy’ offering, Rude Health said. They aim to stand apart from other nut drinks in the category, which often rely on flavourings, oils and additives to create a nutty taste and texture instead of using real nuts.

Sam Maguire, Rude Health’s UK country lead, said the new drinks contain no flavourings, oils, gums or added sugar, aligning with growing demand for cleaner label products in the plant-based beverage – and broader F&B – category.

“We’re seeing big shifts in demand for taste, transparency and premium options,” Maguire commented. “Our new range delivers on this, stepping up to match premiumisation in the coffee aisle.”

The launch follows alt-dairy company Oddlygood Group’s acquisition of Rude Health last year, and is backed by insights from the company’s recent Plant-based Glass Ceiling Report. The research highlights strong potential for category growth, with flavour innovation and quality perceptions emerging as key drivers.

Maguire added: “By pairing Rude Health’s deep understanding of UK consumers with the scale and innovation power of the Oddlygood Group, we can bring products to market that help push the boundaries of the category – offering a premium clean-deck Barista range that’s free from oils, gums and syrups, yet still delivers a truly luxurious experience.”

The Plant-based Glass Ceiling Report found that interest in flavoured options is particularly high, with 66% of low users and 58% of lapsed users ken to explore new varieties such as trending pistachio.

Natural ingredients are also front of mind, with more than a quarter of low users (27%) actively seeking them. By combining flavour-led innovation with a focus on clean, premium ingredients, Rude Health aims to re-engage lapsed and low users while also providing exciting new options for its existing customers.

While the plant-based drinks market has dropped 0.8% value in the last year, Rude Health reported 22% year-on-year growth. This reflects the growing demand for clean label, natural formulations within the category, with Rude Health’s innovation centering around simple ingredients and additive-free products.

Nina Gilsvik, global CMO at Oddlygood Group, said: “The festive season is one of the biggest moments of the year for consumers to explore new tastes and treat themselves, which makes it the perfect time to launch our new premium barista range. We see good headroom for growth in everyday indulgence and the festive season gives us a unique opportunity.”

The new premium barista products will be available at Waitrose stores across the UK from 12 October, with an RRP of £3.95 per 1L carton.