Is the Rebel Kitchen the Hells Angels of food?

The Rebel Kitchen is a brand new company (January 2014) sitting in UK and producing (more to come) coconut milk based drink, which are vegan and lactose free.

So, where is the Rebel side ? They actually claim they want to rebel against the fact that healthy and good food is always expensive, and enable everybody to acces it.

So, we have kind of fruit warriors claiming themselves as "rebel" and fighting for vegan and lactose free food. The mission is noble, the design appealing, but do they really pass together?