Food security is one of the grand agendas of both the global and Malaysian countries. Growing population necessitates higher food consumption, putting pressure on sustainable food production. Hence, the stakeholders in the food industry need to play their role actively. The palm oil industry could extend its role in addressing sustainable food production and food security by developing and diffusing palm-based food. Myriad products based on palm oil were developed and are available, contesting on consumers’ market share. However, the success rate of the product is inconclusive. The development of palm-based milk as an alternative to coconut milk could address food security by offering a wider range of food selections. In addition, developing new food products based on palm oil presents a strategic opportunity to leverage sustainable palm oil production, utilize domestic resources, and reduce the overall environmental footprint. Along with the Shared Prosperity Vision 2023 and 10-10 MySTIE, this development of palm-based milk aims to create a healthier plant-based milk alternative while supporting sustainable food production practices. Despite the promising advantages of palm-based milk, this newly developed alternative product that plays a catch-up game with the existing product requires a proper understanding and a deep dive into the end-user preference. The lack of theoretical guidance, especially in heterogeneous consumer preferences, can be a formula for disaster for product success and sustainability. Understanding consumer preferences is crucial in determining product acceptance and diffusion. The sensory attributes of palm-based milk are crucial. Product attributes such as taste, texture, appearance, and aroma play significant roles in its market success. Understanding and meeting these sensory expectations is essential to ensure the adoption and competitiveness of palm-based milk. Insufficient data on consumer preferences and sensory perceptions of palm-based milk may hinder its adoption and market success. Thus, conducting comprehensive sensory analysis to gather detailed consumer feedback is critical. By promoting palm oil milk that meets consumer preference, the success of palm-based milk could enhance the argument for sustainable palm oil production practices, mitigating the negative impacts associated with traditional palm oil production and creating a viable, eco-friendly alternative to coconut milk. Ultimately, it will align with global sustainability goals and consumer demands for environmentally responsible products and food security.