Plant-based milk has reached a point of maturation -- and Malk is helping take the products even more to the mainstream. The company launched in 2015, starting first in a farmer's market and expanding over a few years into retailers like Whole Foods and Sprouts. Now, the company's products -- which include almond, oat and cashew milk and creamers -- are sold in nearly 10,000 stores around the country and is the official alternative milk used in Erewhon smoothies. According to CEO Jason Bronstad, who joined the company in 2020, "[Grocery has] been the focus the entire time." It's a different track than competitors like Oatly, which grew thanks to distribution in cafes. "We believe that this product is for families," he said. "This product is for people at home." Bronstad joined the Modern Retail Podcast and discussed Malk's growth strategy and the plant-based milk space as a whole. Almond milk, for example, is still the biggest seller for both the industry and Malk. While oat was growing for a while, it began to lose its grounding over the last year over a growing consumer wariness of seed oils. While many plant-based milks do use seed oils, Malk doesn't. "Our job is to remind them that there is a great plant-based product that doesn't have the oils that they can stay in the family with," Bronstad said. But even with these consumer shifts, more people are seeking out these products. According to Bronstad, Malk is focused on finding what he describes as health-conscious consumers. "In every single grocery store in America, there is a health-conscious consumer looking to make a better decision for themselves and for their families," he said.