# Squash-Based Dairy Milk Alternatives Vegan 'Kabocha Milk' Launches in Asian Markets By Niko Pajkovic | Published 2021-10-18 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/kabocha-milk References: [stuff.co.nz](https://www.stuff.co.nz/business/farming/126093850/milk-made-from-squash-heading-for-asian-markets) & [kabochamilk](https://www.kabochamilk.com/) The Kabocha Milk Company teamed up with the Ministry for Primary Industries (MPI) to produce 'Kabocha Milk,' a dairy milk alternative made from squash. Targeting consumers in Japan, Korea, and China, the squash-based milk is 100% vegan and free from artificial flavors and colors. In addition, it is a sustainably sourced product made from un-exported squash that would otherwise go to waste. “There are no other comparable kabocha milks in any of those markets, and it became a really exciting opportunity to fill that gap," said Shane Newman, founder of The Kabocha Milk Company. So far, Kabocha Milk is being sold at about 5000 retailers and supermarkets in Asia, including Tsurya and Harashin -- popular high-end stores in Japan. Image Credit: The Kabocha Milk Company ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 59% | Activity: 82% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What's Driving This Trend - **Squash-based Dairy Milk Alternatives:** The creation of dairy milk substitutes with squash as the key ingredient. - **Vegan Products:** The production of dairy-free vegan milk alternatives. - **Sustainable Sourcing:** The use of un-exported squash to create milk alternatives that would otherwise go to waste. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry has an opportunity to develop alternative dairy products using sustainable sourcing methods. - **Retail and Supermarkets:** Retail and supermarket industries can benefit from the growing demand for vegan and sustainable products, such as Kabocha Milk. - **Agriculture:** The agriculture industry has an opportunity to explore alternative uses for produce that may otherwise go to waste, as demonstrated by the use of squash in Kabocha Milk. ## Related on Trend Hunter - [Pumpkin Spice-Flavored Milk Alternatives](https://www.trendhunter.com/trends/pumpkin-spiceflavored-milk.md) - [Watermelon Seed Milks](https://www.trendhunter.com/trends/milkish-watermelon-seedmilk.md) - [Plant-Based Pumpkin Beverages](https://www.trendhunter.com/trends/almond-pumpkin-spice.md) - [Kid-Friendly Milk Alternatives](https://www.trendhunter.com/trends/kiki-milk.md) - [Dairy-Free Grain-Based Beverages](https://www.trendhunter.com/trends/alt-foods.md) - [Yeast-Derived Milk Alternatives](https://www.trendhunter.com/trends/asahi-like-milk.md) - [Chestnut-Based Milk Alternatives](https://www.trendhunter.com/trends/cuica.md) - [Kid-Friendly Canned Alt Milks](https://www.trendhunter.com/trends/kiddiwinks.md) - [AI-Made Vegan Chocolate Milks](https://www.trendhunter.com/trends/notmilk-chocolate.md)