Oato retail launch

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Oato’s “Category-First” Fresh Oat Milk Expands into Retail, Aiming to Become Biggest Brand in UK Alt Milk Category

Lancashire, England-based Oato is expanding into brick-and-mortar retail through a distribution deal with Booths for its 1L Fresh Barista Whole Oat Drink, with bold ambitions, claiming it is poised to become the leading alt milk in the UK. The oat milk is said to be a category first in that it is not UHT (ultra-high temperature)/shelf-stable, but fresh/refrigerated. “Our latest release is a category first to the dairy alternative category, emphasising local sourcing, convenience, and provenance—qualities that matter to British consumers. Being fresh, not UHT sets us apart,” says Oato, explaining that British consumers have always preferred fresh dairy milk over long-life options, though there are very few available counterparts in plant-based milk. Fresh milk simply tastes better, says Oato, and why should oat be …