What Deary does

Deary is an Estonian plant-based food brand that produces dairy alternatives including oat drinks (fresh, barista, and cooking varieties), tofu-based snack bars, plant-based yogurts and desserts under the 'ygrt' line, coconut-chia pudding, and high-protein functional desserts. The company formulates products using plant proteins derived from oats, soy, almonds, peas, faba beans, and coconut, targeting flexitarian, vegan, and mainstream consumers across Europe who seek non-dairy options without sacrificing taste or texture. Products are positioned as inclusive and non-political, with functional attributes such as high protein content (15-24g per serving), gluten-free and lactose-free formulations, and barista-grade foaming capability.

Deary operates as a wholly-owned subsidiary of Nordic Milk, an Estonian food company with over 125 years of industry experience that provides manufacturing, quality management (FSSC 22000 certified, BRC certification pursued), and distribution infrastructure. The company's technology stack is centered on food formulation and process manufacturing rather than software or digital platforms. Product development has been continuous, with new SKUs introduced in 2024 (cranberry tofu bar, coconut-chia pudding, strawberry-watermelon and coconut-orange desserts) and 2025 (protein-enriched berry and banana desserts using faba bean protein).

Deary's go-to-market is exclusively B2B export through distributor and food industry partnerships, with the company claiming to export 'almost everywhere'. Sales and export relationships are managed through a single Sales and Export Manager (Evelin Harik). No direct-to-consumer channel, retail partnership names, or pricing structures are publicly disclosed. Revenue figures, headcount, funding history, and ownership stakes beyond the Nordic Milk parent relationship are not disclosed in available sources.

Name

Deary

Legal name

Deary

Website

https://deary.eu

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Deary is an Estonian plant-based food brand producing oat drinks, tofu bars, plant-based yogurts, desserts, and puddings as dairy alternatives. Operating as a subsidiary of Nordic Milk, it exports through B2B distributor partnerships targeting flexitarian, vegan, and mainstream European consumers.

Ownership category

akta.pro rank

Product category

Plant-Based Dairy Alternatives

NAICS

Dairy Product (except Frozen) Manufacturing (31151)

SIC

Dairy Products (2020)

akta.pro primary industry

Plant-Based Milk & Creamer Processing (Oat, Soy, Almond, Coconut, Blends) (AFAHAJAA)

akta.pro secondary industries

Plant-Based Yogurt Drinks & Cultured Alternatives (AFAFAEAG), Plant-Based Barista & Foodservice Formulations (Foaming/Steaming Milks, Culinary Creams) (AFAHAJAG), Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH), Dairy Alternatives (Plant-Based Milk, Yogurt, Creamers) (CRADACAF)

Keywords

• Plant-based dairy alternatives
• Vegan yogurt products
• Oat-based beverages
• Tofu snack bars
• Plant-based desserts

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Food Product Sales: Deary generates revenue through the sale of plant-based food products including oat drinks, tofu bars, yogurts, and desserts. Products are sold through export channels and distribution partners to retailers across multiple markets.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Deary manufactures and sells plant-based alternatives to traditional dairy products, including oat drinks (fresh, barista, and cooking variants), tofu bars (vanilla, chocolate, cranberry), plant-based yogurt alternatives (ygrt) in multiple flavors, protein-enriched desserts, and coconut-chia puddings. Products are positioned as tasty, inclusive options for flexitarians, vegans, and non-vegans.

Product overview

Deary is a plant-based food brand owned by Nordic Milk, an Estonian food company with over 125 years of experience. The company produces a diverse portfolio of plant-based alternatives to traditional dairy products, including tofu-based snack bars (glazed tofu bars with vanilla, chocolate, and cranberry filling variants), plant-based desserts and yogurts (ygrt line in flavors such as strawberry-watermelon, coconut-orange, mango, and black currant), protein-enriched berry and banana desserts, coconut-chia puddings, and oat-based beverages (fresh oat drink, barista oat drink, and oat for cooking). The product line also includes a silky cocoa pudding. All products are positioned as tasty alternatives for milk products, targeting flexitarians, vegans, and non-vegans seeking plant-based options.

Differentiator

Problem solved

Functional benefit

Products and services

• Vanilla tofu bar A glazed tofu bar with vanilla flavor, made with GMO-free EU-origin soy beans and chocolate coating, providing approximately 351 kcal per 100g with 23g protein content.
• Choco tofu bar A glazed tofu chocolate bar made with 52% tofu content and 18% chocolate coating, offering approximately 364 kcal per 100g with 24g protein and 26g carbohydrates.
• Tofu bar with cranberry filling A tofu bar featuring cranberry filling (6% with 30% actual cranberries) encased in chocolate coating, containing approximately 348 kcal per 100g with 22g fat and 10.4g protein.
• Strawberry-watermelon plant-based dessert A plant-based dessert combining strawberry puree (8.6%) and watermelon juice (3.2%) with grape juice concentrate, coconut oil, and almond and pea proteins.
• Coconut-orange plant-based dessert A plant-based dessert featuring coconut water (5.1%) and orange juice from concentrate (5.1%), grape juice concentrate, almond protein, and pea protein in a coconut oil base.
• Coconut-chia pudding A plant-based pudding made with coconut milk powder (7.8%) and chia seeds (0.8%), providing approximately 114 kcal per 100g with 18g carbohydrates.
• Plant-based berry dessert with sugar and sweetener A protein-enriched plant-based dessert containing blueberries, raspberries, and blackberries with faba bean protein, providing 15g protein per pouch with sweetener (maltitol) added.
• Plant-based banana dessert with sugar and sweetener A protein-enriched plant-based dessert featuring 2% bananas with faba bean protein, offering 15g protein per pouch with sweetener (maltitol) included.
• Mango ygrt A plant-based yogurt alternative made with mango (4%) and mango puree from concentrate (3%), containing almond protein and pea protein, providing approximately 77 kcal per 100g.
• Black currant ygrt A plant-based yogurt alternative featuring 8.8% black currant content, made with almond protein and pea protein, offering approximately 83 kcal per 100g with starter culture.
• Barista oat drink A specialized oat drink formulated for professional coffee preparation with enhanced foaming capabilities, containing whole grain oats (10%), calcium, vitamins B2/B12/D2, folic acid, and iodine.
• Oat for cooking A cooking-specific oat base made with gluten-free oats (10%) and rapeseed oil, designed as a lactose-free and gluten-free alternative for culinary applications.
• Fresh oat drink A fresh oat-based drink suitable for coffee mixing, porridges, smoothies, and cereals, containing approximately 40 kcal per 100g with 1.5g fat content.
• Silky cocoa pudding cup A plant-based chocolate pudding made with coconut milk powder, faba bean protein, and cocoa, providing approximately 99 kcal per 100g with natural chocolate flavorings.

Quantifiable outcome

• 20%+ of Europeans identify as flexitarians

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Nordic MilkcoreStrategic or Co-development PartnerNordic Milk is the parent company and founder of Deary. It is a locally owned Estonian market leader with over 125 years of food industry experience. Nordic Milk provides manufacturing, quality management (FSSC 22000 certified, pursuing BRC certification), and distribution infrastructure to Deary. Nordic Milk's vision includes being innovative, responsible, and a role model of modern food industry.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Mooala: Mooala is a US plant-based brand producing oat, almond, and banana-based drinks plus dairy-free yogurts and creamers. Comparable to Deary as a smaller multi-format plant-based brand with a focus on alternative bases (banana, coconut) beyond mainstream almond/oat, and a similar inclusive, family-friendly brand voice.
• Plenish: Plenish (owned by Britvic) is a UK plant-based brand offering oat, almond, and coconut drinks plus plant-based milks and barista formulations. Comparable to Deary in product mix (drinks, barista, plant-based positioning) and target flexitarian consumer, though UK-focused distributionally.
• Forager Project: Forager Project is a US plant-based brand offering cashew-based yogurts, drinks, and creamers with organic and clean-label positioning. Comparable to Deary in plant-based yogurt/dessert category and use of non-soy bases (almond, coconut) alongside oats, with similar smaller-brand scale.
• Califia Farms: Califia Farms is a US-based plant-based brand offering oat and almond drinks, barista formulations, plant-based creamers, yogurts, and probiotic dairy alternatives. Comparable to Deary across plant-based drinks, yogurts, and barista-grade formulations, with similar multi-category portfolio strategy.
• Sproud: Sproud is a Swedish plant-based drinks brand specializing in fava bean protein-based milks for retail and foodservice. Comparable to Deary as a smaller Nordic-origin plant-based brand pursuing European distribution with a flexitarian-friendly, taste-led positioning.

Direct peers

• Minor Figures: Minor Figures is a plant-based barista oat milk brand with a dedicated foodservice focus and growing retail presence across Europe. Highly comparable to Deary's barista oat drink line in formulation, target customer (specialty coffee shops), and brand voice aimed at non-vegan-inclusive consumers.
• Oatly: Oatly is the leading global oat-based drink brand offering fresh, barista, and cooking oat milks alongside yogurts and cooking creams. Directly comparable to Deary in core oat drink category, flexitarian/vegan consumer targeting, and barista foodservice positioning, but at far greater scale and brand awareness.

Regional players

• Valio: Valio is a Finnish dairy cooperative with a growing plant-based range (Oat Oatly licensee historically, Oddlygood brand) covering drinks, yogurts, and cooking products. Comparable to Deary/Nordic Milk as a Nordic dairy incumbent pivoting into plant-based alternatives, but operating at significantly greater scale and with established Nordic distribution.

Broad incumbents

• Alpro: Alpro (owned by Danone) is the European market leader in plant-based dairy alternatives, offering soy, oat, almond, coconut, and rice drinks plus yogurts, desserts, and creams. Comparable to Deary across plant-based milk, yogurt alternatives, and dessert categories; competes as a broad incumbent with vastly superior distribution and marketing resources.
• Pacific Foods: Pacific Foods (owned by Campbell Soup) offers a broad portfolio of plant-based beverages (oat, almond, cashew, soy), broths, and soups with retail and foodservice distribution. Comparable to Deary as a broader plant-based beverage manufacturer with barista-grade formulations and foodservice focus, though at significantly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deary