Company Website

https://www.oatly.com

Company Introduction

OATLY is a leading global oat plant-based brand. For over 25 years, OATLY has been committed to conducting professional research related to oats, promoting human health and sustainable development of the planet by developing the inherent properties of oats. The investment in oats has brought about advancements in core technology, allowing OATLY to broaden its product portfolio and launch new options including oat drinks, oat based ice cream, yogurt, cream, and spreads. OATLY is headquartered in Malmo, Sweden and being sold in over 20 markets worldwide.

Product concept, highlights and added value

2024 marks the sixth year of OATLY's entry into the Chinese market. As a favorite of countless coffee shops, OATLY's oat milk sold in the Chinese market has been produced approximately 1 billion cups of oat latte. It means that a wide range of people in the market have established a habitual consumption of oat latte, and oat milk has normalized from being fresh and niche, becoming a way of life. It is the inspiration behind OATLY's launch of RTD Oat Latte, which uses a more convenient carrier to make oat latte ubiquitous. With the original intention of bringing delicious and healthy products to consumers, OATLY's newly launched RTD Oat Latte carefully selects Arabica coffee beans with nutty and black chocolate flavors, paired with imported oats which have strong mellow aroma, making the latte flavor more sophisticated. The formula design with low sugar, zero cholesterol, and zero trans fat is in line with OATLY's consistent product attributes of being healthy. Besides, the natural characteristic of oats without lactose could greatly alleviate the symptom of lactose intolerant that most Chinese consumers suffer from.

Product Images

Please briefly describe how your product communicates with consumers

1、Raw material selection and formula design
In recent years, consumers' demand for ready to drink coffee has been continuously developing towards high-end and healthy oriented. In addition to simplifying the formula and upgrading the baking/extraction process, the milk base has also evolved from the initial milk powder to advanced raw milk/cream, and now to a diversified plant base. According to Kurun data/Mintel in 2023, based on the survey of 1689 Internet users aged 18-59 who have drunk ready to drink coffee in the past three months, 47% of the respondents are interested in trying ready to drink coffee containing oat milk. Moreover, consumers' demand for "low/none/reduction" is becoming increasingly strong. According to the Mintel Global New Product Database (July 2018-June 2023), claims of "low sugar/reduced sugar" accounted for 21% of ready to drink coffee new products, "low/no/reduced trans fat" accounted for 10%, and "low/no/reduced cholesterol" accounted for 9%. The natural characteristic of oats without lactose could greatly alleviate the symptom of lactose intolerant that the vast majority of Chinese consumers suffer from. Besides, the unique enzymolysis technology of OATLY properly retains the essence of oats - soluble dietary fiber beta glucan, which effectively promotes people’s intestinal health. Based on the above all, OATLY's newly launched Oat Latte features imported oats and Arabica coffee beans, with a low sugar, zero cholesterol, zero trans fat formula design, and is suitable for lactose intolerant individuals.

2、Package design
Maintain OATLY's unique brand tone - the hand-drawn style brand logo and patterns, as well as the orange and brown color scheme, not only highlight the product attribute of coffee beverage, but also impress people. On this basis, the selection of raw materials, low sugar, zero cholesterol, zero trans fat, and other healthy benefits were also emphasized.

3、Channel
The product launch channel preferred Tiktok which generates a group of young consumers, to tell the brand and product story with rich short clips created by self-media influencers. During the Double 11 shopping festival, OATLY RTD Oat Latte sold more than 20,000 bottles in Tiktok Mall, making it top 1 of the "Best Available Brand RTD List". Meanwhile, Tmall's Li Jiaqi live streaming room sold over 50,000 bottles. The preferred offline channels are the high-end boutique supermarkets like Ole or Citysuper, as well as high demand and convenient channels such as gas stations and vending machines.

Product Images

Ingredients List Photograph

Launch Date

2024-9

Target Consumer

GEN Z or students who enjoy trying new things, as well as newcomers in the workplace. They are a loyal customer group for beverages, pursuing high-quality taste enjoyment whenever and wherever they like.

Weight/Volume per Pack

252ml

Price per Item

7.9元/瓶

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel