“Transparency is essential to build trust and loyalty towards our brand”
Liquats Vegetals, a pioneer and leader in vegetable drinks in Spain, was founded in 1991 and exports its products to more than 50 countries. It has the brands YOSOY, YOSOY Ecológico, Monsoy, Almendrola and Natrue, with top-quality products and water from the Montseny Natural Park. Its references include oat, almond, rice, chocolate-oat, rice with coconut, rice with hazelnuts, walnuts and soy flavours.
· What share of the Spanish vegetable drinks market does YOSOY have?
YOSOY is the leading brand of vegetable drinks in Spain and has a 12,4% market share in value.
Society is increasingly aware of health and the impact that what we eat has on the environment. That's why plant-based diets are booming and vegetable drinks are the most popular product, with 40,5%, according to Kantar. We are proud to have been part of this movement from the beginning, and we remain committed to leading the way towards more conscious and sustainable eating.
· Do you plan to expand your offering to other types of products?
Since 2004 we have been the pioneer brand in the vegetable drinks sector and it is essential for us that citizens understand the composition of what they consume. That is why we have always strived to make our labels clear and easy to read. Transparency is essential to build trust and loyalty towards our brand.
In this sense, we strive to offer the best product within this sector. An example of our commitment to quality and innovation is YOSOY Avena Barista, a vegetable oat drink specially designed for coffee lovers. It is the only barista oat drink that does not contain additives, sugars or gluten, and that does not curdle when mixed with coffee, thus achieving a creamy coffee with a perfect foam.
· You have the brands YOSOY, Monsoy, Almendrola and Natrue. What percentage do each of them represent in your total turnover?
Our portfolio is made up of brands such as YOSOY, Monsoy, Almendrola and Natrue, each designed to meet different needs and preferences within the vegetable beverage market.
YOSOY is our main brand and the best-selling brand in Spain. Almendrola, on the other hand, stands out in the almond drink segment, where it has established itself as the second most important manufacturer brand. This diversity allows us to connect with a wide range of consumers and reinforce our position as leaders in the sector.

· Do you think that the market for vegetable drinks is already consolidated and stable or does it still have great growth potential?
The vegetable drinks market has achieved a high level of consolidation in recent years, but still has growth potential.
Liquats has played a fundamental role in this development since its beginnings, when vegetable drinks were mainly a niche product focused on people with intolerances or vegetarian and vegan diets. Today, society is increasingly aware of the relationship between food, health and environmental impact. Thanks to brands such as YOSOY, we have shown that vegetable drinks can be a healthy alternative, without additives and accessible to a much wider audience. Constant innovation and improvement remains key to expanding the market and making them a regular option for those looking to take care of themselves and reduce their ecological footprint.
In this sense, the future of plant-based drinks lies in the balance between innovation and sustainability, as each new product and proposal contributes to strengthening its presence as a key driver in the plant-based products sector.
· What sustainability criteria are you implementing in your production?
In 2023, we have obtained the B-Corp and AWS certifications for excellence in water management, which is a priority for us. For this reason, in July 2023 we presented a Water Saving Plan to the Catalan Water Agency with the aim of optimising the consumption of all our processes.
The “Cuidem el Montseny” project, which is part of our Sustainability Plan, has as its priority the responsible management of water, the protection of biodiversity and the promotion of sustainable relations with the community of Viladrau, where our factory and headquarters are located. Given that the Viladrau supply system has very particular characteristics, we have carried out exhaustive studies on the local aquifers and, together with the City Council, we have modernised infrastructures, incorporated new wells and optimised our processes to guarantee efficient and sustainable use of water. We are well aware that the efficient, rational and sustainable use of water resources is necessary to provide health, quality of life and economic and social development.
· What materials do you use for your packaging?
One of the brand's priorities is to have the least impact on the planet, which is why we are constantly working with our suppliers to implement the most sustainable solutions. That is why our packaging is made from 83% renewable plant-based materials, reducing CO15 emissions by 2% (certified by the Carbon Trust). In 2023, a new packaging with a cap attached to the brick was launched on the market, making recycling easier.
In addition, we work with 100% recycled cardboard and plant-based inks, and we are studying ways to reduce intermediate packaging in the factory to a minimum. On the one hand, we use 26,1% less film when palletizing our products, and we are evaluating the possibility of receiving raw materials in silos to reduce the amount of packaging we currently use to transport them.
· Do you apply eco-design when thinking about new packaging?
All the changes we are proposing in our packaging are aligned with the brand's values: sustainability, transparency and clear and accessible reading of the ingredients. Therefore, the first step to have more sustainable packaging has been to replace most of the fossil-based plastic in our packaging and currently 83% of it is made from materials from renewable sources, but our commitment is more ambitious. The goal for 2025 is for 95% of the materials to come from renewable sources, be 100% recyclable and have a 21% lower carbon footprint, according to estimates made by TetraPak.
· Do you perform product life cycle and carbon footprint analyses?
In addition to working to reduce the impact our products have on the immediate environment, we are also working to reduce food and waste. That is why, during 2023, we will recover 97% of by-products and waste derived from the manufacture of beverages to prevent them from ending up in landfills, achieving their total elimination at the beginning of this year. We also have projects to reduce product waste during the production process.
Specifically, in our production process, after centrifugation, we obtain a surplus consisting mainly of fibre and protein that comes from cereals, nuts and legumes. This surplus, called OKARA, is used for animal feed in the area to ensure that there are no residues in the process.
· They have changed the image of YOSOY several times. Why?
With this redesign, we wanted to highlight our commitment to transparency and reinforce our commitment as a brand of healthy, additive-free, clean-label plant-based drinks.
The new packaging is simpler and more direct, with easy-to-read and accessible labels. In addition, we have given more prominence to the main ingredient of each variety to show its importance and to make it clear that, with the right ingredients, we achieve incredible flavor.
We have also kept our signature colour, but it is now much more visible, making it easier to identify on the shelves. This change reflects our intention to communicate clearly and honestly, making a difference compared to other confusing messages found in the food industry.
· What do you want to convey to the consumer with your packaging?
YOSOY is a transparent brand, committed to quality ingredients, the right amount and without adding anything that is not necessary. The design highlights the importance of each ingredient, showing that less is more when it comes to quality and flavor. In addition, we seek to make it easy to identify and read, without confusing messages, reinforcing our position as a healthy and conscious option in the market.
· You recently launched a groundbreaking advertising campaign with YOSOY. Do you think that consumers still need 'education' in a world saturated with information?
Although we have access to a lot of information today, there are still many people who are not clear about what they are eating or drinking. With our campaign “A truck in the small print”, we wanted to make people reflect on how important it is to read labels. It is a basic practice to be able to make more conscious decisions. We believe that it is still necessary to educate and help create more awareness about what we consume, and that is why we want to be an example of what labels should be: clear, simple and transparent.
· Do you have any upcoming releases planned?
Currently, we are focusing on improving our portfolio as a leading brand in the vegetable drinks segment. However, we continue working to target all those consumers who believe in conscious and healthy eating, and those who want to take care of themselves and understand what they eat without complications. In short, we continue to strengthen our positioning by offering vegetable drinks made with 100% vegetable ingredients, fair, without additives, and with clean labels.