Tooru's Scott Livingston on What Addressable Market Is for Mylky’s ‘Free-From, Made-at-Home’ Market

Why It Matters

Milky’s pivot to subscription‑based, DIY kits could dramatically broaden its market reach and reshape consumer habits in the free‑from sector.

Key Takeaways

• Milky sold 70,000 units across Europe, not yet in UK.
• Free‑from market driven by lifestyle choice, not just medical needs.
• Subscription kits could deliver ingredients, flavors, and equipment for home‑made milk.
• DIY approach may lower costs and reduce reliance on processed foods.
• Potential shift toward home‑based “apothecary” model could expand addressable market.

Summary

The video features Tooru’s Scott Livingston outlining the addressable market for Milky’s free‑from, made‑at‑home dairy alternatives. He notes that Milky has sold over 70,000 units across Europe and has yet to launch in the UK, positioning the brand in a rapidly expanding category.

Livingston highlights that consumers are increasingly choosing free‑from products as a lifestyle preference rather than solely for medical reasons. He proposes a subscription model delivering weekly ingredient kits, flavors, and even small‑scale machinery, enabling customers to craft personalized milk, protein balls, and other snacks at home.

Key remarks include, “people are basically wanting to obviously avoid milk,” and “it’s easier and cheaper to produce and make your own stuff at home.” These statements underscore a consumer shift toward DIY nutrition and away from processed foods.

If Milky adopts this home‑apothecary approach, it could unlock new revenue streams, accelerate entry into the UK market, and capture a broader segment of health‑conscious shoppers seeking convenience and cost savings.

Original Description

Tooru Chief executive Scott Livingston explains what the addressable market is for Mylky’s ‘free-from, made-at-home’ market as well as how the acquisition delivers sales.

#TOO #HealthyLiving #AIM