he oat-based milk alternative, reveals a complete brand overhaul this July, in a bid to capture the imagination of informed consumers.This will play out across packaging, a new website and brand messaging with a focus on Oatly becoming more appealing to an increasingly health and environmentally conscious market.
The overall brand ambition is shift from a food production company to a lifestyle brand and bring the Oatly way of life to as many people as possible, highlighting the benefits of life ‘without the cow’.
The focus on a more sustainable life is something that has been at the heart of Oatly since the beginning.
The original product was developed to produce significantly fewer carbon emissions than cows’ milk, allowing consumers to work toward reducing their carbon footprint.
The relaunch comes at an optimal moment, with the UK seeing a rise in ‘part time vegans’ and the trend for a flexitarian lifestyle set to rise by 10% before 2016.
The brand prides itself on being able to help eco-conscious shoppers make little differences to their everyday life.
Whilst Oatly is completely vegan-friendly, its appeal extends beyond that market, with a variety of consumer groups now looking to introduce ‘stealth health’ into their diets.
Oat drink was originally developed not only as a sustainable but also a healthier alternative to milk, with a nutritional balance of protein, the right kind of fat and carbs in relation to energy in the liquid.
Oatly allows consumers a way to cut down on dairy without compromising on taste.
The brand is currently the third best performing in the substitute milk category, sitting as the market leader of oat drinks.
The oat drink category is worth around £4.8m and is growing at a quicker pace than the milk alternative category as a whole.
It’s set to increase further with Oatly positioned to capitalise on the emergence of younger audiences turning to products that are both healthy and sustainable.
The Oatly range is currently stocked in Waitrose, Sainsbury’s, Asda, Tesco, Holland & Barrett and other retailers.
