In 2022, a 14-hour road trip through outback Western Australia with no options for a good coffee was enough to drive Stefanie Crowley Clough to set about creating her own. Crowley Clough spoke to Food & Drink Business about her business, Don’t Dairy, and what it’s taken to develop a plant-based, dairy free, low sugar, and preservative free range of canned coffee beverages.
Crowley Clough: I love a challenge and have a strong entrepreneurial spirit. My background is primarily in marketing and product development within the skincare industry. I also gained valuable experience working for a start-up that produced cold-pressed juices, which gave me insights into developing drinks and creating nutritional information panels (NIPs). I’m passionate about the outdoors and surfing, which fuels my drive for healthy and active living.
As a self-proclaimed coffee addict who doesn’t like the taste of dairy and prefers not to add sugar to my drinks, I decided to create a coffee that meets these needs.
FDB: Can you tell us about the range and how it was developed?
Crowley Clough: The Don’t Dairy range is produced in Australia with a contract manufacturer, and includes a double shot (120 mg caffeine) Chilled Latte, a Chilled Mocha, and Oat Choc Milk.
We teamed up with several food science experts and regulatory consultants and held multiple focus groups. I would initially create recipes that I thought tasted good, and then work with the food scientists to develop and test the commercial versions.
Running focus groups – including dairy and non-dairy drinkers – was a great way to trial our products and gain valuable feedback, ensuring we had both dairy and non-dairy drinking participants to get well-rounded feedback.
By partnering with experts and utilising advanced processing techniques, we’ve managed to create a product without compromising on taste or quality, that is shelf-stable and maintains its freshness for up to 12 months.
FDB: The website says your products are available nationally – are you working with a distributor? How did you get stockists on board?
Crowley Clough: Yes, we’re available nationally through our own e-commerce shop and in stores like IGA, independent grocery stores, general stores, and petrol stations across Victoria, New South Wales, Queensland, and Western Australia.
We love working with independents and small stores because, as a small brand, it’s personal for us. We enjoy developing relationships with our store owners and keeping the spirit of community alive.
You can find your nearest stockist by typing your postcode into our stockist finder on our website. We secure stockists the old-fashioned way: by picking up the phone and visiting stores.
FDB: The iced coffee RTD market is highly competitive and dominated by big players – how are you getting cut-through?
Crowley Clough: We’re getting cut-through by staying true to our brand ethos: authenticity, community, and most of all, having fun. Don’t Dairy was created to offer a delicious, dairy-free coffee option for people tired of the same old sugary drinks and dairy options.
Instead of pushing agendas, diet shaming, or using greenwashing tactics, our marketing content is designed to make people smile. We’re making iced coffee, not saving the planet, and we don’t take ourselves too seriously. We like to use humorous videos and engaging social media posts because we believe that humour can break down barriers and build genuine connections with our audience.
We offer a healthier option, but we don’t position ourselves as a health food brand. We want to be inclusive and approachable – where positioning ourselves as a health brand could limit our appeal to only health-conscious consumers. Instead, we focus on providing a delicious alternative that happens to be healthier, appealing to a broader audience who appreciate good taste and balanced living.
At Don't Dairy, we understand that a brand is shaped by the community of legends that supports it. We deeply appreciate the support we receive from our local communities, and in return, we believe in giving back. We’re focused on building a community around our brand by getting involved with community clubs and events. For instance, we support Ocean Heroes, an organisation that helps children on the autism spectrum learn to surf and build self-confidence and connections.
Don't Dairy also backs Burleigh Tennis Club, Western Australian Marathon Club, Ocean Heroes, Point Lonsdale Board Riders Club, Burleigh Board Riders Club, Wallington Cricket Club, Cottesloe Board Riders Club, and Yallingup Board Riders Club.
Our involvement with these clubs and organisations reflects our commitment to community and our belief in the importance of staying active, connected, and having fun.
Don't Dairy products are currently available at over 100 stores nationwide, as well as online at dontdairy.com.au.
