Eclipse Foods GTM brain

category

market profile

• text: The company sells plant-based products intended to approximate dairy taste, texture and foodservice functionality.
• text: Eclipse launched non-dairy whole milk for foodservice in 2025; a 2025 report says retail ice cream pint production ended, despite older website references.

personas

• title: Cafe owner or beverage director
  pains:

  • Needs non-dairy milk that performs well in coffee and tastes good to dairy drinkers
  • Must keep ingredient and inventory complexity manageable
• title: Restaurant chain culinary or procurement director
  pains:

  • Wants non-dairy desserts without compromising taste or requiring new equipment
  • Needs reliable formats and support across multiple locations
• title: Dairy-avoiding dessert consumer
  pains:

  • Finds some plant-based ice creams less creamy than conventional options
  • Wants indulgence that fits a dairy-free diet

icp

• text: US coffee shops, smoothie bars, bakeries and cafes seeking a non-dairy whole milk for beverages.
• text: Restaurants, chains and ice cream operators seeking plant-based soft serve, shakes or foodservice dessert formats; verify current availability.
• text: Consumers buying dairy alternatives for taste, dietary preference or environmental reasons.

message pillars

• text: Lead with satisfying taste and texture.
• text: Make plant-based alternatives workable for foodservice.
• text: Connect food choices to positive impact.

objections

• objection: Will customers accept the taste and texture?
  response: Offer a blind tasting against the current dairy or plant-based product, using the intended application.
• objection: Will the product work in our equipment and recipes?
  response: Run a sample with existing equipment and confirm the specific product, ingredients and performance with Eclipse.
• objection: Are the products listed online currently available?
  response: Confirm product formats and distributor coverage directly, since 2025 reporting indicates retail pint production ended.

competitors

• name: Oatly
  why: Competes in non-dairy milk and foodservice with barista products.
• name: Califia Farms
  why: Competes in plant-based milk and cafe-focused barista blends.
• name: Ripple Foods
  why: Offers plant-based milk including a barista product through foodservice distribution.

influencers

• name: Thomas Bowman
  url: https://www.bevnet.com/news/2025/expo-west-guayaki-mateina-lead-mate-movement-unity-wellness-finds-calm-melting-forest-eclipse-foods-updates/
  why: Co-founder discusses the move into milk and product performance.

keywords

• non dairy whole milk foodservice
• plant based milk for coffee shops
• vegan soft serve mix
• dairy free ice cream restaurant
• barista plant milk
• plant based dairy supplier

voice

• Playful and food-loving
• Confident about taste
• Mission-driven

signals

• text: A cafe is adding a plant-based milk or reviewing barista product performance.
• text: A restaurant group is expanding dairy-free desserts or shakes across locations.

pricing

motion

channels

• foodservice partnerships
• retail distribution
• chef collaborations
• events
• SEO

confidence

Founders

• name: Aylon Steinhart
  title: Founder
  role: Founder
  bio: Aylon is the founder / CEO of Eclipse Foods. Aylon has spoken regularly on food innovation at Harvard, Yale, Berkeley, and Stanford, has been featured in Forbes, WSJ, etc., and has worked with companies such as Nestle and Kellogg’s. At the Good Food Institute, the leading non-profit in alternative proteins, Aylon incubated dozens of startups and advised investors and strategic partners on alternative proteins. Aylon graduated cum laude from UC Berkeley's Haas School of Business.
• name: Thomas Elliott Bowman
  title: Founder
  role: Founder