Vly cracked the neutral-taste challenge for pea protein milk after 400 iterations — and became Germany's 6th largest plant milk brand within a year of retail launch.
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See all ads on AdLibrary →Vly Foods was founded in Berlin in 2018 by Nicolas Hartmann, Niklas Katter, and Moritz Braunwarth. After 400 development iterations, the brand created a neutral-tasting yellow pea protein milk that is 15x lower in CO2 and 13x lower in water use than dairy. It became Germany's 6th largest plant milk brand within 12 months of retail launch. Also searched as Vly.
Vly's advertising combines sustainability metrics (specific CO2 and water figures) with taste and barista performance claims — addressing the two primary objections to plant milk: environmental doubts and coffee compatibility. Concrete numbers ('15x less CO2 than dairy') outperform vague sustainability claims. Browse Vly Foods ads on AdLibrary to study how plant-based food startups compete with established oat and almond milk brands.
Meta campaigns target vegan, flexitarian, and sustainability-interested consumers aged 20-40 in German cities. Barista-format ads target coffee shop owners and home espresso enthusiasts — the B2B and prosumer channels that build brand authority. Sustainability metrics appear prominently in both video and static creative. Retail availability ads drive in-store trial.
Key messages: pea protein nutrition advantage ('höherer Proteingehalt als Hafermilch'), sustainability specifics ('15-mal weniger CO2'), neutral taste ('schmeckt nach nichts — nur nach Milch'), and barista performance. The '400 iterations' development story is used in brand storytelling content to signal product quality commitment. 'We come in peas' brand voice is playful and memorable.
Vly demonstrates that in the plant milk category, differentiation requires a technically superior product story — not just sustainability. Oat milk owns the category; Vly had to win on a new dimension (pea protein nutrition + barista performance). The '400 iterations' development narrative builds credibility. Specific sustainability metrics (15x less CO2) convert better than generic 'eco-friendly' claims.
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