When Jaouda launched Nabatlé in 2025, it marked a turning point for Morocco: the country’s first locally made plant‑based milk brand. With oat, almond, and coconut varieties fortified with calcium and free from gluten, lactose, added sugars, and preservatives, Nabatlé quickly became a symbol of innovation and sustainability. Yet its rise comes at a time when Morocco is also expanding conventional dairy, most recently with a US$10.8 million milk plant investment in Kenitra, underscoring the challenge plant‑based alternatives face in a market still dominated by traditional production.