We like to remind our customers that every four weeks, somewhere in the world, a plant-based dairy or meat alternative company goes out of business as the "protein transition" fantasy detonates on impact with reality. Almost as frequently, however, there's a happier ending as an alt protein business thrives by embracing animal protein as part of its brand offering.

Back in 2016, American surfing icon Laird Hamilton and Olympic volleyball veteran Gabriella Reese, his wife, created Laird Superfood. It focused on plant-based creamers, coffees and other powdered products. The California-based business scored with every leading edge ingredient - from algae to lions mane mushrooms. Sales grew quickly and in the frenzy of "the future is plant-based" years leading up to 2020 it scored a $10 million investment from Danone.

But by 2022 Laird had cumulative losses on its balance sheet of $96 million, a reflection of the gap between plant-based dreaming and consumer reality that became the norm for plant-based dairy alternative businesses.

Since then, Laird has been engaged in a turnaround. And in January 2026 it unveiled the latest step in that turnaround, launching Laird Superfood Protein Coffee with Lion's Mane Mushroom and Real Whey for Complete Protein.

Laird flagged that "the move into dairy marks a new step for the brand and meets consumer demand for clean, dairy-based protein, one of the original superfoods."

Laird explains that, "Offering all nine essential amino acids, whey is an excellent and complete source of protein for repairing and building lean muscle. The brand's new Protein Coffee intentionally combines fast-absorbing whey protein for muscle recovery with milk protein for slower digestion, supporting longer-lasting satiety and sustained energy."

The company stated that the introduction of Protein Coffee with dairy creates an opportunity for the brand to serve a broader audience. "Entering into the dairy market is the natural evolution for our brand," said Jason Vieth, CEO of Laird Superfood in a media statement.

Each serving of Laird Superfood Protein Coffee delivers 10 grams of "high-quality protein”. The brand communicates that: "Whey protein is especially rich in leucine, isoleucine, and valine amino acids."

As we have said many times, consumer interest in animal protein - led by dairy - has become one of the most important growth trends in the global food and beverage industry (10 Key Trends in Food, Nutrition & Health). It is not a fad, it is a long-term trend that emerged 30 years ago and has been growing steadily since.

California’s innovative mindset and health-focused population make it the cradle of emergent trends. It is also the graveyard of failed ideas. So when plant-based is surpassed by high quality dairy protein in California, you can be sure that's what's on the way everywhere.