Laird Superfood, known for its functional plant-based creamers and wellness products, has confirmed plans to introduce dairy-based items in an effort to reach more consumers. The decision reflects a shift towards catering to a wider audience, with CEO Jason Vieth stating that the move aligns with co-founders Laird Hamilton and Gabby Reece's omnivorous diets. The company, which has downsized its team while increasing revenues, will soon release its first dairy-based product as part of a broader operational overhaul.

Vieth also suggested that plant-based diets may fall short on protein, contradicting information from the Academy of Nutrition and Dietetics. Additionally, Laird Superfood's new direction is in line with a trend of businesses transitioning away from strict vegan models, following the example of other companies such as Eleven Madison Park. Despite recent underperformance in the market, Vieth remains confident that long-term growth and product expansion will be the key to Laird Superfood's success, stating, "We're in this for the long haul."