Ashley Waldman, founder of the newly launched Austin-based kids’ milk brand Jubilee, shares her journey of creating a product designed to address parents’ concerns about sugar consumption. Like many parents nationwide, Waldman grew increasingly worried about the hidden sugars in everyday products, especially those marketed to children.
Her motivation took a personal turn when her eldest daughter, diagnosed with autism, faced challenges transitioning from breast milk due to sensory sensitivities. To encourage her daughter to drink milk, Waldman often added Hershey’s chocolate syrup, acknowledging the trade-off.
“At the time, I thought, ‘At least she’s getting milk,’ but I wasn’t happy about the sugar,” Waldman told Fox News Digital. Determined to find a better solution, she turned to her father, a veteran of the beverage industry, for advice and began exploring ways to create a low-sugar, nutrient-rich milk alternative that kids would actually enjoy.
The Birth of Jubilee
Through her research, Waldman discovered that many parents found existing low-sugar dairy and plant-based options unappealing to children, often ending up wasted or unused.
“It’s just a loss of money,” Waldman noted. Armed with this insight, she developed Jubilee, a flavored milk brand with a twist: it’s sweetened with hidden vegetables and contains no added sugar.
Waldman worked with a beverage formulation company to bring her vision to life, ensuring the product not only tasted great but also offered functional benefits. Jubilee’s chocolate, cookie, and strawberry flavors pack eight grams of protein, 100% essential vitamins, and zero added sugar.
A Hit with Kids
Since its launch in February 2025, Jubilee has garnered positive reactions from both parents and children. Waldman recounted a moment when her 11-year-old son tried the chocolate flavor and exclaimed, “Mom, this is so good! We have to get more.”
Even more surprising was his reaction when Waldman revealed that the milk contained carrots. “It was amazing to see the shock, the initial hesitation, and then the excitement when they tried it and liked it,” she said.
Timing with the MAHA Movement
Waldman believes the timing of Jubilee’s launch aligns serendipitously with the Make America Healthy Again (MAHA) movement, led by Health and Human Services Secretary Robert F. Kennedy Jr. under President Donald Trump’s second administration.
“I’m grateful there’s now a broader platform for something I’ve been passionate about for years,” Waldman said. “How have we normalized giving our kids 22 grams of sugar in an 8-ounce drink multiple times a day?”
She hopes her product will spark more conversations about healthier food choices for children.
What’s Next for Jubilee?
With its unique blend of taste and nutrition, Jubilee is making waves in the kids’ beverage market. As parents increasingly seek healthier options for their families, Waldman’s innovative approach to flavored milk could pave the way for a new standard in children’s nutrition.
