Laird Superfood perks up morning cup of coffee with protein-rich creamer

Laird Superfood’s Protein Creamer launches​ in a Sweet & Creamy flavor and will be available in an eight-ounce bag online at the brand’s website and later at Amazon, Opela said. “Depending on the success of [the creamer] or interest from retail, [retail expansion] would be further down the road,” she added. 

Superfood’s Protein Creamer features a blend of plant proteins, medium-chain triglycerides (MCTS) from coconuts, and its Performance Mushroom Blend, including chaga, lion's mane, maitake and cordyceps for enhanced functionality. 

Laird Superfood’s Protein Creamer provides 12 grams of protein per 1/3 cup (42 grams) serving, with each product containing six servings. In comparison, Bloom's Collagen Creamer contains 5 grams of protein per 11.25 grams serving, and Superfoods Company's Amazing Creamer features 5 grams of protein for a 10.9 gram serving. 

“When you look at the blend of proteins that we have in here, we purposely did not do a single source. Pea is always a go-to protein in the plant-based protein sector. But even, in protein powders, it can have a very distinctive taste to it. So, by blending the pea with the hemp and the pumpkin seed ... it actually smooths out that taste profile a little bit,” Opela said.  

‘You are getting benefits at home that you maybe cannot get at coffee shops’ 

Laird Superfood designed the product so consumers easily can incorporate more protein into their daily routine, as demand for plant-based protein is on the rise, Opela said.   

Mayo Clinic Health System recommends​ consumers get anywhere between 10-35% of their calories from protein a day, equating to 50-175 grams a day. In a survey of more than 14,000 Americans, the National Center for Health Statistics found​ that adults, on average, consumed 15.8% of their energy from protein between the reporting years of 2015-2018. 

Nearly half (48%) of consumers were planning to increase their consumption of plant-based proteins in 2024, according to a Purdue University survey of 1,200 Americans​.

“For any age in the population, this idea of ... building muscle for your overall wellness and how much protein you can get in a day is a constant challenge, particularly if you are vegetarian or vegan — which our products are vegan. You really have to seek out ways to get protein in your diet. And so, this product is an amazing way with something you are already doing to get an excellent source [of protein]," Opela said.

Also, some coffee drinkers are seeking to elevate their coffee-drinking experience through functional benefits, she added.   

“If people are trying to add protein to their coffee, their only options right now are really [plain] protein powders, which do not dissolve. They can be gritty. So, what we have offered here is a way that you are getting that benefit, ... but it is actually optimized to the experience. And so, you are getting benefits at home that you maybe can not get at coffee shops," Opela said.

Laird Superfood grows DTC with exclusive offerings, expands digital

Laird Superfood is relying heavily on its direct-to-consumer (DTC) and digital channel to promote this launch as well as some of its recent reformulations, including its Prebiotic Daily Greens product. This year, Laird Superfood “completely revamped” its email content strategy and created a hub for wellness topics on its website, she added. 

While many startups are focusing on retail now, Laird Superfood is succeeding with DTC by providing more options to consumers and educating them on product benefits. Laird Superfood's DTC channel grew 10% in its fourth quarter of fiscal year 2023​, ending Dec. 31, compared to the same quarter from the previous year. 

"Our DTC channel has seen some really great results at the end of last year, ...  and the biggest thing that DTC provides - and what we are focusing on in our content is the full portfolio, so you cannot find that anywhere else, even Amazon," she said.