Remember when everyone drank milk from cows? Now, the only people who drink animal protein are, like, your parents.

Today people aren’t drinking as much cow’s milk, whether it’s because they have difficulty digesting lactose, they want a healthier alternatives with less fat or, perhaps, a product not associated with a beating heart. As the U.S. market continues to shift towards alternative milks — almond, hemp, coconut, soy and rice — and our meals transition to healthier plant-based diets, the tradeoff is that we risk losing key sources daily protein.

Beginning May 2, every Whole Foods from here to Omaha will stock a new morning drink called Ripple, made from protein pulled from plants. And (phew) it doesn’t taste like grass.

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