By Harry Holmes2020-12-18T00:01:00+00:00
Oat milk has grown ahead of soya, lactose-free and nut milks
To succeed in free-from, you could do far worse than to position yourself somewhere between “good and f ing fearless”. Or at least, so claims Oatly. The message came from CEO Toni Petersson, who gave employees a lesson in how the brand could distinguish itself from its rivals soon after his appointment in 2012.
The rest, as they say, is history. This year, Oatly delivered the largest absolute gain on this list – £40.7m – to become the number two brand. Its 110% rise in value is well ahead of the healthy 12.7% overall growth in the free-from category, which was bolstered by the panic-buying of this year.