Oat-based milk alternative, Oatly, relaunches to attract ‘stealth health’ shoppers

Oatly: brand relaunch

Oatly: brand relaunch

Oatly, the oat-based milk alternative, reveals a complete brand overhaul this July, designed 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 company reports. 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 is said to come 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 company claims.

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 eye-catching brand design is poised to stand out against other products on offer within the sector.

Speaking about the new brand personality, Toni Petersson, CEO, said: “Back in the 1990s people thought we were crazy for making milk without the cow. It’s now 2014 and we know that people are ready. Our packaging is unlike anything else on the shelves and will create real stand-out. Our advertising tells the story of Oatly with a compelling message for the ‘post milk generation’.”

The re-launch will benefit from an extensive marketing push, including PR, social media, events and a sampling programme that sees a total brand investment of over £3.3m for 2014. A new international website was launched at the end of May, with the UK version to follow in June. The Oatly website is heralded as a world’s first for the food industry with all suppliers being revealed and processes unhidden in a mark of transparency previously unseen.

The Oatly range is currently stocked in Waitrose, Sainsbury’s, Asda, Tesco, Holland & Barrett and other retailers. Additionally, Oatly can be purchased from a range of wholesalers, including Suma, Tree of Life and The Health Store. Further details can be found below.