Noumi’s flagship plant-based milk brand Milklab is returning to this year’s Melbourne International Coffee Expo (MICE) as Platinum Sponsor.  

This is the ninth consecutive year the barista plant milk brand has been Platinum Sponsor at the expo which is promoted as the premier and most dynamic coffee-centric event across the Asia Pacific region. 

Between 26 and 28 March, Milklab’s interactive space will celebrate music, creativity, and Australia’s thriving coffee culture. Visitors can enjoy live DJ performances in a cafe transformed with nightclub-inspired vibes, a nod to the brand’s successful Coffee Shop Sets activations that have featured notable Australian musicians including Tones And I and DJ Cyril.

For the first time this year, Milklab is also the official plant-based milk sponsor of the La Marzocco Roaster Playground, where 40 roasters will create hot and cold beverages for visitors using La Marzocco coffee machines and Milklab milks.

Milklab Head of Marketing Natalie Latimore says the success of the brand’s range can be attributed to an ongoing commitment to collaboration.

“The success of Milklab’s range comes down to collaboration with roaster, baristas and our commitment to bringing new coffee and cafe experiences to life through our cafe partners and on-trend drink options,” she says.  

“Events like MICE allow us to spotlight the roasters and baristas and their role in producing memorable and visually stunning coffee experiences. Milklab is proud to have initiated the Barista Battle and Roaster Royale competitions which champion the skills and expertise of the best of the best in the coffee industry.”

What’s new

At MICE, Milklab will reveal a refreshed Milklab Soy, boasting “elevated taste and enhanced stretching and texture characteristics to perfectly pair in hot or cold beverages”.

Specialty drink menu designer and barista trainer, Barista Fon, will be on the Milklab stand serving a range of speciality drinks such as soy latte, black sesame dirty latte and iced brown sugar Mont Blanc – all using MILKLAB Soy.

Ms Latimore says Milklab is seeing Gen Z reimagine the cafe experience.

“It’s no longer about sipping hot lattes and cappuccinos for an early morning kick start to the day,” she says.

“We’re seeing iced coffees and signature drinks take pride of place on cafe menu boards as the beverage options that are driving foot traffic into cafes – for consumption both morning and afternoon.

“We’re excited to launch the revitalised Milklab Soy at MICE this year for visitors to rediscover the joy of soy. We have placed a great deal of effort and time into collaborations with coffee experts and baristas to bring to market a soy product that works well in hot and cold beverages and tastes great.”