There are many alternative plant-based drinks on the market but Viee sets itself apart with beverages that are spice and grease “neutralizers” for flavors characteristic to Sichuan and Chongqing. The brand's additive-free, preservative-free drinks portfolio includes alternative milk beverages and drinkable yogurt made with ingredients like peanuts and walnuts, and oat and soy milk alternatives with unconventional flavors like ginger, jasmine, osmanthus, pine nut and sesame.
Viee, self-described as the largest plant-based drinks maker in western China, received backing from consumer-focused private equity group L Catterton to grow its presence in nearby provinces and nationwide. Scott Chen, managing partner at L Catterton’s Asia fund, noted Viee’s “Earnings have been on a clear uptrend and hit a record high in 2023, attesting to consumers’ enduring demand for Viee through market cycles."
Why This Trend Is Growing
- Spice-neutralizing Drinks
- Beverages designed to alleviate the heat from spicy foods offer a unique drinking experience, differentiating them from standard plant-based alternatives.
- Unconventional Flavor Profiles
- Unique flavor combinations such as ginger, jasmine, and pine nut in milk alternatives show a departure from traditional tastes, catering to evolving consumer palates.
- Additive-free Beverages
- The rise of additive-free and preservative-free drinks reflects a broader trend towards cleaner, more natural ingredient lists in the beverage industry.
Industries Being Reshaped
- Plant-based Beverages
- Viee's innovative products highlight the growing demand within the plant-based drink sector for specialized functional beverages.
- Health-conscious Consumer Goods
- The emphasis on natural ingredients and health benefits in Viee's beverages fulfills the rising consumer interest in wellness-oriented products.
- Private Equity Investment
- The involvement of L Catterton in scaling Viee shows significant private equity interest in niche, high-growth potential companies in the food and beverage market.
