In fact, Belgian brand Alpro was founded in the 1980s and is often referred to as the pioneer of alternative milk products—with soy, hazelnut and oat all part of its range. As of Dec. 31, Oatly products can be found in about 8,500 retail shops and some 10,000 coffee shops in the United States, according to the company’s SEC filing. These are oat groats that are steamed for a short period of time and then rolled. Cooking time for rolled oats runs from 5-20 minutes if using a stove and 2-5 minutes if using a microwave. In today’s post, you will know the difference between the types of oats including old fashioned oatmeal vs rolled oats. I have also written how healthy they are and tips on how to cook and differentiate them.
- Oatly also created a landing page that encourages consumers to sign a petition against the EU’s censorship of plant-based products.
- This is arguably one of the most successful cases of bold, creative marketing in recent history—but Oatly knows how to do digital too.
- Oats, (Avena sativa), domesticated cereal grass (family Poaceae) grown primarily for its edible starchy grains.
- But while Oatly is pretty new to American consumers, the company and its signature product have been around for nearly three decades.
With sufficient moisture, the crop will grow on soils that are sandy, low in fertility, or highly acidic. The plants are relatively free from diseases and pests, though they are susceptible to rust and anthracnose on their stems and leaves. In 2022, the Advertising Standards Authority took action against Oatly on this advert for its “misleading“ environmental claims after complaints, one from the campaign group, A Greener World. Oatly responded by listing its sources and the ASA accepted the research but challenged that nuances in the claims were not made clear to consumers. Oh, and in case you’re not aware, Oatly is one of the world’s leading sellers of plant-based milk with celebrity backers like Oprah.
He also switched the packaging copy from Swedish to English so no matter where it was sold, many people could read it. Petersson gave Oatly a rebrand and set his sights on the America, where the plant-based milk market was growing. I first thought that oats come as a single type only, until I’ve come to read facts about grains including oats.
Oatly: the Future…
To expand its commercial reach while maintaining its commitment to a more sustainable planet, Oatly is currently working with two non-profit organizations to encourage farmers to start growing food-grade oats as part of their regular crop rotations. It has also introduced climate footprint labeling for select Oatly products in North America, starting with the brand’s newly reformulated line of Oatgurts (a range of non-dairy yogurt alternatives). And, with initiatives like this, irresistible digital content is likely to follow. Production-wise, oats are steamed longer and rolled thinner to produce quick oats, thus, they are softer, smoother and less chewy when cooked. Old fashioned oats are commonly used to make oatmeal, oat milk, pancake, and granola bars to name a few.
Oatly’s brand tone is fun and accessible—but when it comes to sustainability, its messaging pulls no punches. It’s this idyllic balance and clearcut commitment to its original mission that contributes to Oatly’s ongoing global plant-based milk domination. Some of the ads earned prime-time Saturday night ad slots in the UK and although some saw the campaign as blinkered and ageist, the brand’s uncompromising tone shone through. To supplement the campaign and engage dairy-loving dads (and their kids), Oatly created a dedicated microsite to help middle-aged men (identified as the demographic least likely to convert to plant-based milk) switch to Oatly with info, tips, and recipe ideas.
What Sets Oatly Apart?
Oatmeal using old fashioned oats should be cooked in boiling water with a cooking time of about 5-20 minutes. Oatly knew persuading U.S. consumers to try, let alone buy, a new product would be a challenge, U.S. general manager https://www.day-trading.info/the-basics-of-currency-trading/ Mike Messersmith told CNBC Make It. So as a way to introduce the plant-based milk to the U.S., Oatly sent representatives to high-end coffee shops in New York City to share the product with local baristas in person.
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And, with the brand’s success set to continue, Oatly went public in 2021 and saw its valuation surge to nearly $13 billion after an IPO that raised $1.4 billion. Oats are naturally gluten-free, except those overly processed (most instant oats already have sugar content, best to check the labels first). For those who have celiac disease and other gluten sensitivities, choose oat products that are certified as gluten-free.
We’re going to take a look at Oatly’s colossal success and explore the brand’s forward-thinking ‘back to basics with a twist’ approach to marketing. From soy and almond to hazelnut, rice, and beyond, there has never been such an eclectic mix of ways to experiment with your morning coffee. And, of all the alt-milks on the market right now, oat is arguably the top dog. From 2018 to 2019, sales of oat milk skyrocketed from $6 million to nearly $40 million, Genevieve Aronson, VP of communications at Nielsen, told CNBC Make It.
An ever-expanding product range and a continual rise in popularity mean that Oatly is likely to enjoy riding the crest of the plant-based wave for some time to come. It recently launched in Singapore to grow its presence in Asia and partnered with Starbucks to be part of a plant-based menu in China alongside OmniFoods and Beyond Meat. The brand’s messaging takes on a life of its own—and it has the creative assets to back it up—initiatives like its closest Oatly-serving cafes map, called Oatfinder. Following the success of its barista-based initiative, Oatly invested in its online presence with campaigns and messaging that stand out from the crowd.
In addition to its unwavering brand ideals and its ever-expanding range of oat-based products, Oatly stands out from the crowd due to its unmistakable branding and unique tone of voice. Rather than investing in droves of Google Ads or going straight in for the social media kill, Oatly decided to expand its commercial reach and raise vital product awareness in the US (a huge target market) by going straight to the front line—the coffee shops. By 2028, the global vegan food market is set to be worth a whopping $61.35 billion according to Fortune Business Insights while the plant-based milk market will reach $12 billion in value by 2026 reports Global Market Insights. After going back to the drawing board and reimagining his brand image and marketing strategy—something we’ll talk about in more detail below—Öste launched Oatly, expanding his product range to meet the needs of a growing market. In fact, Oatly saw an incredible rate of growth during the pandemic, with an impressive 2020 sales growth of 295% across all of its product categories, globally.
Pair text with an image to focus on your chosen product, collection, or blog post. Just remember that whatever their differences are, it is no doubt that oats of all types are very nutritious and should be part of your diet starting today (if you haven’t yet!). Whole oats are rich in antioxidants that protect our cells from free radical damage.
Oats are widely cultivated in the temperate regions of the world and are second only to rye in their ability to survive in poor soils. Although oats are used chiefly as livestock feed, some are processed for human consumption, especially as breakfast foods. The plants provide good hay and, under proper conditions, furnish excellent grazing and make good silage (stalk feed preserved by fermentation).
Oatly also created a landing page that encourages consumers to sign a petition against the EU’s censorship of plant-based products. Oats of all types are healthier alternatives to white rice or bread as part of our staple diet. They are best known for their soluble fiber content called beta-glucan which helps in reducing the risks of heart diseases. Oatly knows its audience inside-out and as such creates messaging that strikes a personal chord with its audience across just about every touchpoint imaginable. “Our founders just figured, OK, if vast majority of the world population are intolerant to milk why don’t we make something that is actually designed for human beings not baby cows?” Oatly CEO Toni Petersson previously told CNBC Make It.
There are many recipes you can make out of oats which is quite exciting because not only will it satisfy your taste buds but it will also satiate your gut and most importantly, will give you the best nutrients we cannot get from other processed foods. Oatmeal is a very filling food that can satiate you by eating just a single serving. Topped with how to read cryptocurrency charts for successful trading fresh fruits, you will easily feel full thus, reducing your desire to eat more. By delaying the time it takes your stomach to empty of food, the fiber content called the beta-glucan in oatmeal may increase your feeling of fullness. Dan is a content writer specializing in digital marketing, emerging tech, music and looking after a toddler.
Oats contain avenanthramides, an antioxidant that helps lower blood pressure levels by increasing the production of nitric oxide. The long leaves have rounded sheaths at the base and a membranous ligule (small appendage where the leaf joins the stem). The flowering and https://www.topforexnews.org/news/live-forex-rates-currencies/ fruiting structure, or inflorescence, of the plant is made up of numerous branches bearing florets that produce the caryopsis, or one-seeded fruit. Common oats are grown in cool temperate regions; red oats, more heat tolerant, are grown mainly in warmer climates.