This plant based fad...

[harm_less]

But there's plenty of consumers that would like to enjoy something that is denied them by health issues and are happy to pay for that enjoyment. I suspect Whittakers have identified that market sector, they're pretty clever like that.

So, you drink your tea black I take it? Or if not you would you be prepared to spend extra on dairy free whitener if you needed to?

I like a splash of plant based cow juice, from the glass bottle in my fridge. Freshly made up each day from Fonterra's best skim powder! 

It's good for my bone density.

You missed/conveniently ignored my point completely.

To put it more simply, if you developed an intolerance to your dairy input would you substitute with a (potentially more expensive) substitute or would do without your milk because it "isn't that hard really".