This story has been updated to include China Resources and Verlinvest’s investment. State-owned China Resources took a majority stake in Oatly in 2016 through a joint venture with the Belgium-based private equity firm Verlinvest. In July, Oatly secured the celeb-studded equity investment led by Blackstone.
From a nutrition perspective, it’s fine to swap out cow’s milk for fortified oat drinks.*
Jessica Harlan is a recipe developer and food writer 12 best nassim nicholas taleb ideas who loves making cooking fun, approachable, and interesting. She’s written nine cookbooks on topics ranging from ramen to homemade condiments.
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With its successful IPO and celebrity shareholders, Oatly’s market valuation has soared, demonstrating the effectiveness of its marketing strategies for success. As the brand continues to expand its presence globally and go public in 2021, Oatly serves as a compelling case study for other companies looking to achieve similar results in the plant-based market. Through these efforts, Oatly has solidified its brand presence and built meaningful connections with its customers. By embracing transparency, authenticity, and humor, Oatly has effectively cultivated a dedicated and loyal community of oat milk enthusiasts. Another way Oatly connects with its audience is through the Hey Barista! This initiative celebrates the hard work and creativity of baristas who use Oatly’s products in their cafes.
Perhaps the first notable shift in the milk landscape was with the advent of the widespread use of soy milk. Though many still viewed it as a strange and unappetizing option, Starbucks started serving the dairy alternative all the way back in 2004. For our palate, there is little competition between Oatly Super Basic and Oatly Unsweetened. When comparing exclusively by taste, Oatly Super Basic has a stronger overall oat flavor, a more satisfying milk texture — almost as creamy as Oatly Original — and is light and refreshing without being watery. After trying Oatly Unsweetened and finding the taste somewhat lacking, we anticipated the flavor of Oatly Super Basic to be even less robust given the pared-back ingredients. To ensure our taste test was accurate, we poured a glass of Oatly Super Basic and sampled the oat milk on its own before attempting to use it in any other way.
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It’s a versatile milk alternative that’s ideal for use in cooking while also offering some nutritional benefits. Of all the plant-based milks on the market, oat milk stands out as one that’s versatile while also being allergy-friendly, since it is dairy-free and nut-free. Other plant-based milks can be more watery and so are less satisfying,” she says.
The oils used in our frozen products are also highly refined and contain virtually no protein residue. As a result, the coconut oil used in our US products does not pose an allergen risk to people with tree nut or coconut allergies. Our oatmilk is certified glyphosate residue free by The Detox Project. Our chilled and shelf-stable oatmilks are made using the same recipe. Shelf-stable oatmilk is UHT-treated and packaged aseptically, which allows for a longer shelf life and no need for refrigeration (until it’s been opened for the first time, that is). Our chilled oatmilk is pasteurized and stored in a regular carton, which is why it needs to be kept refrigerated at all times and has a shorter shelf life.
- Oat milk is free of many common allergens and may lower blood cholesterol.
- With a diverse range of oat-based products, including milk, ice cream, yogurt, and more, Oatly provides consumers with a variety of options to incorporate into their daily lives.
- As part of its marketing strategy, Oatly invested heavily in content creation and distribution.
- Oatly’s marketing campaigns challenged traditional dairy norms and sparked consumer interest through clever and irreverent messaging.
We don’t add sugar or sweeteners.
You can find flavors like chocolate, vanilla, and blueberry, or thicker, higher-fat versions ideal for use as a coffee creamer. Popular brands include Silk, Oatly, Califia Farms, Elmhurst, Pacific Foods, and Quaker. Now that oat milk is gaining in popularity, you’ll find it more and more in grocery store aisles and at your favorite coffee shops. And a ton of different companies are jumping on the oat milk bandwagon. For example, the well-known plant-based brand Silk came out with a product called Oat Yeah. The super-popular Califia Farms has come out with its own unsweetened oat milk.
Oatly Unsweetened had the right flavor for the mac and cheese, but the dish ended up requiring more plant-based butter to achieve the proper mac and cheese texture. Whenever you cook with plant-based ingredients, it’s useful to take into consideration how their nuances will affect the flavor and texture of the dishes you’re preparing. You could say the same for Oatly’s street ad campaign, which features ironic, self-aware taglines that smack of self-congratulation. At the peak of the pandemic last year, I’d leave my apartment for a 20-minute constitutional and pass an Oatly ad that said, “You actually read this? Total success.” I would always roll my eyes, but at some point, I also started buying oat milk. Oatly, luckily, does have additive-free products as well, such as the aforementioned organic oat drink.
If you’re lactose intolerant, oat milk is a good alternative to dairy milk as it’s naturally lactose-free. Keep in mind that oat milk varies significantly from dairy milk when it comes to key nutrients like protein. Glycemic index also doesn’t tell you everything about a food’s nutrition. Nobbs then switches measurements to use his estimate of the total glycemic load of Oatly—which accounts for serving size—to claim that a 12oz portion is essentially equivalent to a can of Coke. That’s true, but by this standard, two slices of whole-wheat bread is worse for you than either, because its glycemic load is even higher.
Oatly’s emphasis on nutrition and minimal environmental impact further solidifies its commitment to delivering products that align with consumers’ values. Oatly, a leader in the plant-based milk market, has gained prominence through its innovative and sustainable marketing strategies. By focusing on simplicity, authenticity, and sustainability, Oatly has successfully positioned itself as more than just Is peloton a public company a dairy alternative. In this case study, we will delve into Oatly’s marketing approach, examining its content creation strategy, unconventional campaigning tactics, and its ability to connect with the audience. We will also explore how Oatly’s commitment to making really good products has contributed to its commercial success.
Oatly’s Super Basic Oatmilk contains 1 gram of total fat, 0 grams of saturated fat or trans fat, and 0 milligrams of cholesterol. Additionally, that serving features 3 grams of protein and 70 milligrams of potassium. Oatly’s Super Basic Oatmilk has no added oils, which is rare for store-bought oat usgfx forex broker, usgfx review, usgfx information milk — including Oatly’s. Through a combination of exceptional product quality, innovative offerings, and captivating packaging design, Oatly has established itself as a leader in the plant-based food and beverage industry.
