MALK Organics Finds Success with Sprouts via Instacart Ads

MALK Organics, a rapidly growing leader in clean-label, plant-based milk alternatives, is setting a new standard in grocery aisles across the country. With a steadfast belief that less is more—and more delicious, MALK crafts ultra-clean, certified organic almond, cashew, coconut, soy, and oat milks, each made from just a few real ingredients that consumers can actually pronounce. No gums, no oils, and no fillers—just organic nuts or oats, water, and a touch of salt.

Reaching Health-Conscious Shoppers Through Sprouts’ Unique Audience via Instacart Ads Manager

When MALK sought to expand its reach with health-minded shoppers via Instacart Ads Manager, Sprouts was the natural choice. As one of MALK’s most important retail partners, Sprouts’ differentiated customer base – loyal, ingredient conscious, and eager to discover emerging better-for-you brands – aligned perfectly with MALK’s mission, making it a logical platform for campaigns aiming to engage both loyalists and new-to-brand (NTB) consumers.

"Advertising on Instacart enables us to connect with both loyal consumers and new-to-brand (NTB) shoppers. By targeting shoppers at the point of purchase, we can effectively raise awareness and drive sales, reaching health-conscious consumers actively looking for clean, plant-based options," said Jayme Brown, Director of Marketing at MALK Organics.

MALK’s advertising campaigns were thoughtfully integrated with in-store and community engagement efforts—from sampling programs and promotions to on-shelf and off-shelf merchandising—creating a seamless path to purchase. By pairing this with Sprouts’ reputation as a destination for discovery, wellness, and ingredient transparency, MALK reaches high-value consumers at the point of purchase while reinforcing brand presence on shelves nationwide. This focus on both digital and physical touchpoints ensures MALK is at the forefront whether consumers shop online or in-store, ultimately strengthening relationships and fostering brand loyalty.

Strategic Objectives and Campaign Activation

MALK’s primary goals in advertising on Sprouts via Instacart Ads Manager were clear: increase brand awareness, drive in-store purchases, and acquire new-to-brand consumers prioritizing clean ingredients. With Sprouts’ ability to influence product discovery and trial in the better-for-you category, campaigns were optimized around driving both visibility and conversion, focusing on branded and non-branded keywords. This targeting helped capture shoppers already familiar with MALK and those exploring plant-based products for the first time. 

Two key ad formats were leveraged for maximum impact: Sponsored Products, which ensured MALK’s offerings appeared directly in relevant search results, and Display ads, which extended brand presence across Instacart’s digital ecosystem. Creatively, MALK adopted an occasion-focused and simplified approach for Sprouts consumers, aligning product stories to consumer moments and ensuring clarity to resonate with shoppers both online and in-store.

Seamless Platform Experience Turns Focus to Growth

MALK appreciates the user-friendly interface and intuitive setup via Instacart Ads Manager. The platform’s streamlined process empowered the MALK team to quickly launch campaigns, make timely optimizations, and remain agile in a dynamic marketplace. 

"The setup was quick and easy, and the platform was simple to use. It allowed us to get our campaigns running fast and make adjustments as needed. Overall, it’s been a smooth process, and we’ve been able to focus on refining our strategy rather than dealing with technical challenges," Brown shared.

Impressive Results with Strong ROAS and New-to-Brand Sales

Since initiating campaigns on Sprouts via Instacart Ads Manager, MALK Organics has achieved notable results that highlight the strength of targeting Sprouts’ health-focused, discovery driven shoppers combined with Instacart’s performance-driven platform. MALK saw a robust return on ad spend (ROAS) averaging between 3 to 4x, as well as high unit movement and impression counts that reflect broad campaign exposure. Notably, new-to-brand sales—a critical growth driver—constitute between 25% and 35% of monthly purchases. This demonstrates the brand’s success in not only reaching but converting new consumers.

"These results demonstrate that our ads are not only reaching potential consumers but also converting them into loyal buyers. What's even more encouraging is that our cost per click (CPC) is well below the benchmark for the beverage category on Instacart, typically staying under $1.00, allowing us to achieve strong results at a cost-effective rate," Brown noted.

A Model for Omnichannel Success

MALK Organics’ success on Sprouts via Instacart Ads Manager underscores how digital advertising, when combined with strong retail presence and thoughtful creative strategy, can accelerate growth both online and in-store. The company’s experience highlights Instacart as an essential tool for CPG brands seeking measurable results and meaningful consumer connections on key ecommerce sites such as Sprouts, enabling brands to deepen engagement and expand their customer base. 

For MALK, the journey is far from over as it continues to innovate and redefine expectations in the plant-based beverage space. Brands looking to reach similar audiences and drive measurable results can draw inspiration from this approach, leveraging Instacart Ads to connect with the right shoppers in the right retail environments.

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