Reeds is a dairy brand with a cult following in the US, UK, Canada and Australia.
The company has had to deal with the criticism that its products contain high levels of artificial flavors and colourings.
In an article for the Guardian, founder and CEO Brian Shillingford claimed the company was “working to bring its product back from the brink” of extinction.
Reeds’ dairy brand, which has over 70 million consumers in the UK and Australia, has faced intense criticism from its customers, who say they don’t like the flavours and taste of its products.
The BBC reports that Reeds has also been criticized by the Food Standards Agency (FSA) over the use of artificial flavours in its products and the way its milk is processed.
“We want to be a leader in the dairy industry, and that means we need to do things better,” Shillingfield said.
“But if we can’t do it, what hope is there for the next generation?”
Shillingworth has previously defended the company’s products and said he would make a new “one-stop shop” for Reeds products in the future.
Reels brand spokesperson Jenny Lydon told the BBC that “we don’t think there’s anything wrong with the way we make our dairy.”
Shillingfields comments are reminiscent of the criticism levelled at the dairy giants Colgate-Palmolive and Nestlé, who both used artificial flavourings in their products.
Colgate also faced a similar backlash from customers over their artificial flavours.
In an interview with Business Insider, Nestlé chief executive Gilles-Eric Séralini called artificial flavouring a “disgrace.”
“It’s not something that should be done in a healthy way, but when we do, we have to make sure it’s something that’s not harmful,” Séra said.
However, the Guardian reports that while Reeds may not be the only dairy brand in the race to make a comeback, Shillingfords new approach is likely to be successful.
“Reeds Dairy will make its mark on the market with its brand of delicious, creamy, and high-quality milk and we believe the best way to make that brand a success is to introduce a more modern, fresh-and-fresh alternative to the traditional dairy alternative,” Shills’ spokesperson said.