MIGHTY Becomes Latest Casualty in the Competitive Alt-Dairy Market
Plant milk pioneers, MIGHTY, have called time on their journey after officially entering administration.
Following seven years of disrupting the alt-dairy space, brothers and co-founders Nick and Tom Watkins issued an emotional goodbye to supporters.
The close-knit duo started out blending pea milk in a bathtub. What followed was a far cry from the Breaking Bad-style operation in a small Yorkshire basement.
MIGHTY’s signature mix of yellow split peas landed on the shelves of the UK’s biggest retailers — including Tesco, Sainsbury’s, Morrisons, Marks & Spencer, Ocado, WH Smith and Holland & Barrett.
Millions of cartons were sold, and countless people were introduced to plant milk that was rich in protein, low in sugar, and a genuine alternative to the dairy monopoly.
Product offerings grew to both ready-to-drink oat milk and instant powders, while MIGHTY Plant Protein brought something fresh to market with an anabolic mix enriched with three super greens and 15 vitamins and minerals.
Ultimately, their innovation wasn’t enough to row against the strong tides of shifting trends in the plant-based category, and — despite the pair’s best efforts — MIGHTY couldn’t raise the capital needed to take the next leap.
A MIGHTY Rise, A MIGHTY Fall: The End of the Line
Nick and Tom both announced on LinkedIn that administrators had been called in to find the best solution for all parties involved, including any creditors. The siblings shared honest, reflective recounts of what has been a whirlwind journey scaling MIGHTY.
Nick wrote: “After an incredible journey, it’s with a heavy heart that we share the news that MIGHTY has entered administration.
“This is not the outcome any founder hopes for. Building MIGHTY from the ground up has been one of the most challenging and rewarding experiences of our lives — for both my brother Tom and me.
“We’re incredibly proud of what we achieved: launching true first-to-market innovation, partnering with leading retailers, and helping millions of people with allergies or specific dietary needs across the world.
“We’re deeply grateful to every teammate, customer, investor, and supporter who believed in our mission. We set out to change the world for the better — and we gave it everything: blood, sweat, and tears.”
Nick cited current market headwinds and the funding environment surrounding the plant-based and dairy-alt sector for MIGHTY’s downfall.
“Administration is a tough, but sometimes necessary step,” he added, before offering his help to other founders who have landed in choppy waters.
Meanwhile, his brother Tom, said: “After 7 years of building, it’s time to say goodbye to MIGHTY.
“This has been an incredibly difficult decision to make after years of giving blood, sweat and tears to this business.
“Building MIGHTY has been the defining chapter of our lives for both Nick & I — from blending pea milk in a small Yorkshire basement to landing in the UK’s biggest retailers and selling millions of cartons.
“We were just a couple of kids trying to build something that matters, something that did good for the world and I’m incredibly proud of what we managed to achieve.
“But the reality is the plant-based category has shifted dramatically over the last few years. Despite our best efforts to adapt, streamline, and secure new investment, we couldn’t raise what was needed to take the next step.”
Tom described becoming the founder of a VC-backed food and drink business like “strapping yourself to a rocket and hoping you won’t disintegrate on the way to orbit.”
“We fought through Brexit, a pandemic, inflation, massive global instability, and not to mention the perpetual challenge of going up against some of the biggest FMCG brands in the world who all wanted a slice of the alternative milk category,” he added.
MIGHTY’s website is still live — for now, at least — though all SKUs are currently listed as out of stock.
It’s the end of an era for the brothers, who truly helped reshape what plant milk could be.
It’s not the fairy-tale ending they would have wanted; nonetheless, MIGHTY has played its own part in introducing the world to plant milk with purpose. If nothing else, they leave behind a MIGHTY legacy.
Concluding his farewell, Tom said: “I’ve asked myself a lot lately: was it worth it? The constant worry about runway, investors, new listings, rate of sale. The criticism. The moments of doubt. The job can be thankless, and the odds of a big exit statistically tiny.
“There were times — especially in the last 18 months — where the answer felt like no.
“But the truth is: I don’t think there’s a more transformative thing you can do. Getting into the arena takes guts — It’s brutal. It’s enlightening. It’s terrifying.
“And yes — ultimately — it’s worth it.
“I want to thank every member of staff, investor, customer, and retailer who believed in us and supported the mission over the years.”
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