Here in the UK, the milk alternatives sector is set to grow by 43% in the next four years. Oat milk brand Oatly has been described by Vice as ‘America’s trendiest plant milk’, and they’ve seen ‘exceptional growth in demand’ in the UK too.
Clearly its flavour and nutritional benefits have a part to play, but Oatly’s soft power approach to branding is making them stand out too.
Four years ago, they began the shift from a manufacturer to a lifestyle brand: cue packaging with very political statements that aim to sell the concept of meat-free living rather than just the product.
Oatly’s tone of voice, messaging and design have created a lifestyle brand that is authentic, honest and friendly - and genuinely committed to the bigger picture.