My Vay Bio Mandelghurt

My Vay is a specialized plant-based private label brand introduced by the German discount giant Aldi. Launched strategically in early 2024 to coincide with the 'Veganuary' movement, the brand was designed to consolidate various vegan offerings under a single, recognizable identity. This specific product, the Bio Mandelghurt, is an organic, unsweetened almond-based yogurt alternative that caters to the growing demand for dairy-free and health-conscious nutrition.

While the brand identity is managed centrally by Aldi's headquarters in Germany, the actual manufacturing is typically outsourced to various specialized dairy-alternative producers across Europe, though predominantly within Germany. The brand serves as a core part of Aldi’s commitment to expanding its vegan portfolio to over 1,000 products, making sustainable plant-based eating more accessible and affordable for the mass market.