# Grandparent Dessert Contests Silk Offers Grandparents $10,000 to Taste-Test Plant-Based Desserts By Grace Mahas | Published 2020-03-10 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/granbassador References: [silkgranbassador](https://www.silkgranbassador.com/) & [silkgranbassador](https://www.silkgranbassador.com/) Plant-based milk alternative company, [Silk](https://www.trendhunter.com/trends/cereal-liar), recently announced a new contest specifically for "granbassadors." According to the brand, its new Dairy-Free Heavy Whipping Cream Alternative is "so good that grandparents won't even notice the difference." In honor of National Pi Day 2020, Silk is offering to pay a Granbassador $10,000 USD to taste-test the Dairy-Free Heavy Whipping Cream Alternative and give it the "grandparent stamp of approval." To enter, participants must be a "whisk whisperer," love pies and other desserts, and be willing to travel to Broomfield Colorado between May and June 2020. The [new Granbassador contest](https://www.trendhunter.com/trends/goat-cheese-for-days-sweepstakes) by Silk targets older demographics who traditionally do not embrace [plant-based products](https://www.trendhunter.com/trends/over-the-moo1) as much as younger generations. Image Credit: Silk ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 32% | Activity: 65% | Freshness: 9% - Audience gender: 50% men, 50% women - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Seniors](https://www.trendhunter.com/seniors) ## Key Themes ### Why This Trend Is Growing - **Plant-based Desserts for Older Demographics:** Innovation opportunities for developing dessert alternatives that appeal to older generations who have not yet embraced plant-based products. - **Promotion Through Consumer Contests:** Opportunities for businesses to increase brand awareness and adoption by leveraging consumer contests as a marketing tactic. - **Innovative Plant-based Milk Alternatives:** The potential for developing new plant-based milk alternatives that cater to older consumers and offer a similar taste and texture to traditional dairy products. ### Industries Being Reshaped - **Food & Beverage:** Opportunities for food and beverage companies to develop innovative plant-based products that appeal to older demographics. - **Marketing & Advertising:** Opportunities for marketing and advertising companies to leverage consumer contests as a way to promote products and increase brand awareness. - **Nutrition & Wellness:** Potential for companies in the nutrition and wellness industry to develop plant-based products that cater to older consumers looking for healthier alternatives. ## Related on Trend Hunter - [Plant-Based Breakfast Challenges](https://www.trendhunter.com/trends/feel-planty-good-challenge.md) - [Lie Detection Taste Tests](https://www.trendhunter.com/trends/cereal-liar.md) - [Plant-Based Coffee Creamers](https://www.trendhunter.com/trends/honest-to-goodnes.md) - [Chocolate Almondmilk Desserts](https://www.trendhunter.com/trends/plant-based-frozen-dessert.md) - [Next-Generation Plant-Based Milk Campaigns](https://www.trendhunter.com/trends/silk-nextmilk-campaign.md) - [Kid-Friendly Plant Milks](https://www.trendhunter.com/trends/silk-kids.md) - [Crowd-Pleasing Cookie Giveaways](https://www.trendhunter.com/trends/tough-cookie-mil-sweepstakes.md) - [Extra-Creamy Almond Milks](https://www.trendhunter.com/trends/silk-extra-creamy-almondmilk.md) - [Indulgent Free-From Cheesecakes](https://www.trendhunter.com/trends/plant-zillionaire.md)