Natulatte: Scaling the Protein Transition, with Plant-Based Milk Powder
World-changing ideas can arise from everyday moments. For Astrid van Santen, founder of Natulatte, inspiration struck at a town hall when she noticed people using a coffee vending machine. “I realised these machines only offered cow’s milk powder. There was no plant-based alternative.” Determined to change that, she founded Natulatte in 2019.
Her vision quickly convinced major organizations – from large employers with coffee vending machines to distributors like Jacobs Douwe Egberts. “We’re the first to offer 100% plant-based milk powder for coffee vending machines. We are meeting the growing demand for sustainable dairy alternatives, and we’ve grown ourselves, too. In 2021, we sold 6,000 kilograms of milk powder – the equivalent of 1.2 to 2.8 million cups of machine coffee. In 2024, we sold 21,000 kilograms, a 75% increase in just four years.”
Purpose-Driven Innovation
Astrid’s motivation goes beyond business. “Before starting Natulatte, I realised I wanted to live more meaningfully and do something I could be proud of – both personally and professionally.” Concerns about the dairy industry’s effects on animal welfare, human health, and the environment led her to become vegan overnight. “Bringing a plant-based alternative to market fit perfectly with my new mindset. With coffee vending machines in the Netherlands alone consuming 32.5 million kilograms of milk powder annually, the potential impact is huge.”
“In the contacts I have with Astrid, it is clear that she has a real drive to make impact. She is creative in finding solutions to overcome the obstacles that entrepreneurship brings to become successful.”
A Serious Player in Dairy’s More Than Meat
The next wave of the protein transition is here, and it’s reshaping the dairy industry, together with regime players with a dairy-rich history. While reducing meat consumption dominated the past decade, the focus is now shifting toward dairy alternatives. With dairy making up 24% of global protein intake and carrying a significant production footprint, the demand for plant-based is surging. For this reason, Foodvalley positioned plant-based or hybrid dairy as one its eight Protein Transition trends for the next five years.
Natulatte is at the forefront of this movement. Early adopters like Tesla and Deloitte embraced Natulatte’s plant-based milk powder, and today, major companies’ sustainability managers are including it in their tenders for distributors. What’s driving Natulatte’s rapid rise? “It’s hard to pinpoint,” Astrid says, “but being part of The Protein Community and Foodvalley has strengthened our position. Our membership shows potential customers and investors that we’re a serious player, enabling us to parter up with renowned players in coffee-milk, in order to scale our impact.”
Expanding Opportunities
Foodvalley also shares evidence-based knowledge with potential clients, investors, and producers, provides networking opportunities for its members, and offers valuable advice. “These efforts open new doors for partners like us.” One key insight from Foodvalley? “To put more blue in our packaging design, increasing its resemblance to traditional dairy products. Companies are more likely to try something new if it feels familiar.” With Foodvalley at her side, Astrid feels even more confident about her company’s future. “My dream is to make plant-based milk powder the standard in coffee vending machines worldwide. Natulatte is ready to lead the way – one cup at a time!”
