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Paeroa-based Zoffee has attracted international attention after a University of California, Davis professor paid NZ$5,000 at auction for the first serving of its native plant-based coffee alternative.

New international research suggests the future of plant-based drinks may be less about replacing milk and more about how food makes us feel. For years, plant-based dairy has been sold on what it doesn't contain. No cows. No lactose. Less environmental baggage. But new research involving 42,000 consumers across 14 countries suggests something more personal is driving the market. People want food that agrees with them. And Danone has been listening.