Oatly s IPO Is Just the Beginning Plus 9 Best Vegan Oat Milk Products to Try vegnews.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from vegnews.com Daily Mail and Mail on Sunday newspapers.
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In 2016, oat milk was a foreign concept in the US. In just five years, it has risen from complete obscurity to a household product that can be found in virtually every supermarket and coffee shop including coffee giant Starbucks. So what happened? The Swedes invaded … by way of Oatly. It’s true, Pacific Foods had an oat-based beverage on a few shelves, but it wasn’t until Oatly strategically placed its product in the hands of capable baristas did the oat milk ship set sail (back to Sweden, of course, for more oat milk).
The beginnings
While a novelty in the US, oat milk had already made waves in Sweden and other European nations by the time it landed on American soil. Oatly Co-founder Bjorn Oste had the idea to market the product since 1995 when his brother and nutrition professional, Rickard, developed the drink. The duo launched the beverage to a population that experiences very little lactose intolerance and relies more heavily on dairy than the US. Despite t