Etika’s Goodday dairy brand has entered into the 100% plant-based segment in Malaysia with the launch of Good Vibes by Goodday. The new dairy-free drink comes in four variants – Almond Original, Almond Chocolate, Walnut Original and Walnut Chocolate. The plant-based drink is free from gluten, cholesterol and preservatives.
“The newly launched Good Vibes by Goodday Milk range adds yet another portfolio of healthy nutritious, non-dairy offerings to our growing product line,” said Santharuban T. Sundaram, Senior Vice President of Marketing and Alternative Business at Etika Sdn Bhd.
Good Vibes is made in Thailand with Etika Sdn Bhd as the owner of the rights of the manufacturer and importer in Malaysia. The Central Islamic Council of Thailand, a body recognised by Malaysia’s JAKIM, has certified Good Vibes plant-based beverages as halal.
Partnering with a Thai manufacturing partner shortens the time to bring Good Vibes into the local market. Thailand is strong in plant-based drinks. The decision to produce Good Vibes in Thailand, instead of in Malaysia, also suggests Goodday is still evaluating the commercial viability of the plant-based segment.
At myNEWS.com convenience store, a 250ml Good Vibes sells at a premium price of RM 5.90, which is a high price for a relatively unknown brand. Good Vibes appears to aim at the medium- to- high-end market. For potential mass market opportunity, it would be better for Etika to follow the lead of Vietnam’s TH to roll out blends that comprise the goodness of both plant-based and cow’s milk but selling at a much lower price.