Whole Moon, a fresh contender in the plant-based milk market, has launched what it claims to be the first coconut milk made from whole coconut meat. The New York-based brand, part of WhiteMug, aims to revolutionize the category by offering a clean-label product that leverages natural, whole ingredients.
Launched in October, Whole Moon is positioning itself as a pioneer in the plant-based dairy space, targeting consumers who are increasingly seeking natural food products with fewer ingredients and greater functional benefits.
The new coconut milk joins Whole Moon’s existing lineup, which includes oat, almond, and pistachio milk. Each product features Whole Protein, a proprietary formulation derived from soybeans that ensures a complete protein source, with all nine essential amino acids.
Founded by Jonghoon Lim in 2023, Whole Moon is one of the newest plant-based milk brands in the U.S., and it intends to compete with established market leaders by emphasizing nutritional value.
Despite a 3% increase in whole milk consumption last year, plant-based milk sales declined by 6%, marking a third consecutive annual decrease, according to market research from Circana. While 49% of U.S. households purchase non-dairy milk, many consumers remain dissatisfied, with a third reporting they haven’t found a product that meets all their needs.
Coconut milk stands out in this environment, with sales increasing by 13% in the 12 months leading to July 2024, while almond and oat milk sales dropped by 9% and 1%, respectively. WhiteMug aims to capitalize on this momentum with Whole Moon’s innovative use of coconut meat, which imparts a smooth, subtly sweet flavor and creamy texture, free from oils and artificial additives.
The product is designed to appeal to the growing demand for clean-label options, as over a quarter of plant-based milk buyers prioritize simpler, more understandable ingredients. Many consumers perceive dairy as a more “natural” and nutritious choice, further emphasizing the appeal of Whole Moon’s offering.
“We’re excited to present the first coconut milk made from whole coconut meat—no creams, no oils, just pure, whole ingredients,” said Susan Knight, president and CEO of WhiteMug and Whole Moon. “This new product aligns with our commitment to delivering Whole Protein nutrition and a satisfying taste,” she added.
Whole Moon is not alone in targeting this trend. Recently, PKN, based in Texas, launched Zero Pecan Milk, a similarly simple product free from additives.
Whole Moon’s coconut milk offers 5 grams of protein per cup—significantly higher than most alternatives on the market. The product also focuses on dietary fiber, with 2 grams per serving, addressing a common nutritional gap. Despite the known benefits of fiber for gut health, 95% of Americans fail to consume adequate amounts, according to polling data. Protein and fiber are among the top nutrients that U.S. consumers are actively seeking, making Whole Moon’s products particularly appealing.
The Non-GMO Project Verified coconut milk is available at retailers such as Fairway, Central Markets, QFC, Haggen, and Key Foods, with plans to expand into Sprouts Farmers Market next month. It is priced at $5.79 for a 42-ounce bottle. The coconut milk can be enjoyed on its own or incorporated into various foods and beverages.
Whole Moon’s parent company, WhiteMug, also uses its Whole Protein technology to produce a versatile ingredient. This process involves roasting whole soybeans to enhance flavor, eliminating the typical “beany” notes, and adding a subtle nuttiness. The soybeans are then precision-milled to lock in the flavor while retaining natural fats, without the need for additives. In addition, the company refrains from separating soy pulp (okara) or fiber, reducing food waste.
While Whole Moon’s coconut milk is its flagship product, the Whole Protein ingredient can also be applied to a variety of products beyond milk, including baked goods, nutrition bars, gluten-free products, protein powders, yogurts, and plant-based meat alternatives.
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