Dairy alternatives aren’t groundbreaking. They’re drinks made from nuts or seeds, mixed with water and flavourings – and they’ve been around for centuries. But we’re slurping them at a rate of more than 42 million litres a year. So what is it about cow’s milk that’s turning the dairy market sour?

Coca-Cola managed to make water premium with the launch of Smart Water, and now it hopes to do the same for milk. The company boasts its drink will be powered up to be high-protein, high-calcium and low-sugar – and it'll be sold at twice the price of a normal pint.

Protein is no longer just for pumped-up gym boys, it’s for girls too. ‘Protein princesses’ – women who work out between four and five times a week – are driving sales of powders, shakes and bars. But how is shake brand Upbeat proving so popular with women both in and out of the gym?

The non-cow's milk market grew 155% between 2011 and 2013, and 27% of Brits believe that plant-based milk is better for you. With the intent of encouraging people in Amsterdam to go back to dairy, the MelkSalon pop-up invited people to meet the farmers and value milk more in the process.