Pioneering plant-based drink brand, Rude Health, is launching a new premium barista drink range, debuting with Pistachio and Hazelnut. Both will be available in Waitrose from the 12th October (RRP £3.95, 1L).
Whilst many nut drinks on the market contain no real nuts and rely instead on flavourings, oils and additives to imitate taste and texture, Rude Health’s new premium barista range stands apart. Each drink is crafted by blending real nuts with oats and a pinch of salt, creating a luxurious, nutty and decadently creamy drink. “Unlike most nut drinks that use flavourings to create a nutty taste, ours are made with real nuts – no flavourings, oils, gums or added sugar – just real ingredients. That’s what makes them a genuine point of difference in the category,” said Sam Maguire, Rude Health’s UK Country Lead.
The Pistachio Barista Drink is the only pistachio barista drink in the UK made with real pistachios, while the Hazelnut Barista Drink is the only one made with real hazelnuts – further underlining the brand’s commitment to quality and innovation
Maguire continues: “We’re seeing big shifts in demand for taste, transparency and premium options. Our new range delivers on this, stepping up to match premiumisation in the coffee aisle. By pairing Rude Health’s deep understanding of UK consumers with the scale and innovation power of the Oddlygood Group, we can bring products to market that help push the boundaries of the category – offering a premium clean-deck Barista range that’s free from oils, gums and syrups, yet still delivers a truly luxurious experience.”
The launch of the new Barista drinks follows Oddlygood Group’s acquisition of Rude Health and is backed by insights from its recent Plant-based Glass Ceiling Report. The research highlights strong potential for category growth, with flavour innovation and quality perceptions emerging as key drivers.
Interest in flavoured options is particularly high, with 66% of low users and 58% of lapsed users keen to explore new varieties such as trending pistachio. Natural ingredients are also front of mind, with more than a quarter of low users (27%) actively seeking them. By combining flavour-led innovation with a focus on clean, premium ingredients, Rude Health aims to re-engage lapsed and low users while continuing to excite its loyal customers.
Nina Gilsvik, global CMO, Oddlygood Group added: “The festive season is one of the biggest moments of the year for consumers to explore new tastes and treat themselves, which makes it the perfect time to launch our new premium Barista range. We see good headroom for growth in everyday indulgence and the festive season gives us a unique opportunity.”
The plant-based drinks market has dropped 0.8% in value in the last 12 months, however, Rude Health has bucked the trend seeing 22.2% YOY growth. Health-first shoppers are reshaping the plant-based drink occasion, with a focus on transparency, simplicity and ingredient integrity. Rude Health continues to lead with its wide variety of award-winning food and drinks, all made using simple, kitchen-cupboard ingredients which resonate with consumers who want convenience without compromise.
Rude Health was acquired by Oddlygood in October 2024 to become part of the Oddlygood Group, which is on a mission to become Europe’s leading plant-based challenger, powered by strong innovation like its premium Barista range, distinctive positioning, and rapid expansion.
