Drink it up, 50-plus: This one’s for you


While everyone else is still trying to reach millennials and Generation Z, a new plant-based milk has set its sights on the older crowd instead: Perennial strategically targets those who are over 50. It promises vitamins and nutrients to support brain, bone and digestive health. Perennial, which is currently available online, is a non-dairy, lightly sweetened “nutritional beverage” made with a blend of proteins such as pea, rice, almond and soy without genetically modified organisms, in addition to plant-based fiber and other ingredients.

It’s a solid strategy; if ever there was a 50-is-the-new-30 generation, this would be it. Baby Boomers and Gen Xers are still present in large numbers, they have money to spend, they’re interested in living healthy lives and they’re increasingly being edged out in a variety of areas. As Perennial points out in its marketing materials: “10,000 people in the United States are turning 65 every day, yet only 1 percent of global innovation is targeted toward ‘seniors.’ We are sparking an innovation revolution.”


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