Mighty Drinks, once seen as one of the UK’s most promising dairy-free innovators, officially entered administration on 17 June 2025. As reported in The Grocer, the collapse of Mighty Drinks comes at a time when the plant-based milk category is growing again, led by renewed consumer demand for clean-label, affordable oat milk. So why did Mighty fail while the market surged?
This post explores:
- Why Mighty Drinks went into administration
- The pitfalls of trying to support too many products and propositions
- UK plant-based milk market trends (pea vs oat milk)
- How MYOM oat milk is solving the very problems that Mighty couldn’t.
If you’re a Mighty Drinks customer or a curious consumer, this is everything you need to know—and why MYOM may be the best alternative going forward.
The End of Mighty Drinks: What Happened?
Launched in 2019 as Mighty Pea, the Leeds-based company quickly gained traction with its yellow split pea milk, winning listings in Tesco, Sainsbury’s, M&S, Ocado, and Holland & Barrett. Backed by over £8 million in funding, including government support and major VC investments, Mighty Drinks expanded into pea milk, oat milk, powdered formats, M.lkology (dairy-like range), and a kids line.
But on 17 June 2025, the company went into administration with £12.1 million in accumulated losses, just as the UK dairy alternatives market returned to growth.
According to Kantar [52 w/e 24 Dec 2024], UK plant-based milk volumes rose 4.6% to 12.7 million litres, led by oat milk.
This isn’t a story of a dying category—it’s a lesson in focus, clarity, and listening to consumers.
Why Did Mighty Drinks Fail?
1. Too Many SKUs, Too Many Propositions
Mighty’s downfall stemmed in part from its aggressive diversification. The brand tried to be:
- A pea milk pioneer
- A dairy-mimicking innovator (M.lkology)
- An oat milk competitor
- A powdered milk disruptor
- A kids’ milk brand
Instead of winning one clear segment, Mighty diluted its brand, making it hard for consumers to understand what it stood for. Each additional product increased production complexity, distribution costs, and confused its core messaging.
2. Misaligned Product with Market Preferences
While pea milk is sustainable and allergen-friendly, it hasn’t achieved mainstream appeal in the UK. Mighty used soy with pea undermining its free-from allergens positioning. The taste profile is divisive, and consumers overwhelmingly prefer the creaminess of quality oat milk.
Brands like Ripple (a US-based pea milk company) never entered Europe, recognising the limited appetite for pea-based alternatives here. Even Nestlé’s Wunda (another pea milk brand) exited the UK in 2023.
3. Mighty Drinks Price Was Too High for the Value Offered
As of the administration date, Mighty’s 1L products were priced across a range of grocery outlets at:
- £2.00–£2.30 for core products
- £2.50+ for M.lkology lines
Compare that to:
- Alpro Oat Original – £1.85
- Oatly Barista – £2.10
- MYOM – from £1.25 per litre when made up
Mighty priced itself as a premium brand but didn’t deliver enough differentiation in taste, nutrition, or label clarity to justify that cost.
4. Failure to Address Clean-Label Demand
Today’s consumers are scanning alt-milk cartons for gums, stabilisers, and additives like dipotassium phosphate—and they’re rejecting products that use them. MYOM, for instance, is naturally clean with added calcium vitamins and minerals, is low in fat and low in sugar compared to other oat milks.
Mighty’s ingredient lists—especially for its M.lkology range—contained stabilisers and other additives that conflicted with consumer preferences.
What Makes MYOM the Better Alternative?
For disillusioned Mighty Drinks customers, MYOM provides a smarter, more sustainable, and better-tasting alternative that addresses the very pain points that Mighty missed.
✅ Cleaner Label
No gums, stabilisers, or unpronounceables. MYOM is closer to how you’d make oat milk at home—just better.
✅ Better Taste, Creamy Texture
MYOM is the only oat milk in the UK to win 2 stars Great Taste Award. Recently it was voted best vegan Milk 2025. Unlike pea milk, MYOM delivers a neutral, familiar taste without bitterness or graininess.
✅ Everyday Affordability
MYOM’s liquid premix format is easy and simple to make fresh at home. That means:
- Less packaging
- Lower transport emissions
- Lower cost to produce
- Shelf-stable for months
From £1.25 per litre, it’s one of the most cost-effective oat milks in the UK—without compromising on taste, quality or nutrition.
✅ Sustainability That’s Built In
Oat milk already has a lighter environmental footprint than dairy, but MYOM takes it further:
- No water shipped (you add it at home)
- Minimal packaging waste
- Long shelf-life (reduces food waste)
- 85% lighter in shipping weight. When you think that every litre of plant-based milk travels on average 500km before it reaches the supermarket – that’s a lot of water being shipped around the country unnecessarily.
✅ Backed by Science
As cited in a recent scientific review (PMC10534225), oat milk:
- Supports heart health
- Helps manage cholesterol (thanks to beta-glucans)
- Has fewer allergens than dairy or nut milks
- Produces significantly lower greenhouse gas emissions than cow’s milk
MYOM preserves these nutritional benefits better than pre-mixed options by keeping its ingredients shelf-stable until you activate them.
A Word to Mighty Customers: Here’s Why You Should Try MYOM
If you were loyal to Mighty Drinks—especially for their sustainability ethos or allergen-friendly positioning—you’ll find a natural home in MYOM.
- Prefer oat milk over pea? ✅
- Want clean-label and allergen-safe? ✅
- Want better value for money? ✅
- Want less waste and more convenience? ✅
MYOM isn’t just another oat milk. It’s oat milk reimagined—designed to solve the very problems that tripped Mighty up: cost, complexity, and confusion.
What the Market Tells Us: Mighty Wasn’t Alone
Mighty’s collapse is part of a wider market consolidation:
- Exited the UK: Wunda (Nestlé), Jörd (Arla), Innocent (Coca-Cola)
- Still dominating: Alpro (Danone), Oatly
- Gaining traction: MYOM
The survivors are either hyper-focused or hyper-resourced. The ones in trouble tried to do too much without enough distinction or value.
Recap: Key Mighty Drinks Questions Answered
Why did Mighty Drinks go into administration?
Mighty Drinks collapsed under the weight of multi-SKU complexity, unclear brand identity, price mismatches, and failure to align with clean-label trends
Was Mighty Pea milk successful?
No. Pea milk struggled with consumer taste preferences in the UK. Oat milk remains the dominant segment.
What is a good alternative to Mighty Drinks?
MYOM oat milk is a clean-label, affordable, sustainable alternative that solves many of the issues Mighty failed to overcome.
Where can I buy MYOM?
Visit MYOM’s official website to shop direct or find local retailers.
Final Thoughts: The Future of Plant-Based Milk Is Simple, Not Complicated
Mighty Drinks was a bold brand with ambitious goals—but in today’s competitive plant-based landscape, clarity beats complexity. MYOM succeeds where Mighty struggled: it simplifies oat milk while improving taste, cost, and sustainability.
The takeaway? The next generation of alt-milk doesn’t need to invent new categories—it needs to do the basics brilliantly.
Try MYOM today and discover a better, smarter oat milk built for modern life.
