Plant-based milk category leader Oatly announces the introduction of two new oatmilk products in the US – Oatly Unsweetened and Oatly Super Basic. This launch marks the company’s first major addition to its core beverage lineup in the United States in the past five years.
Leah Hoxie, SVP of Innovation at Oatly North America, highlights the strategic intent behind these innovations: “As oatmilk gains mainstream traction, consumers are increasingly unwilling to compromise on taste for dietary choices. Our US R&D team has meticulously worked for nearly a year to balance these new oatmilks with our existing product range. We believe these additions will meet the evolving consumer preferences, and we’re excited for everyone to experience them.”
“We aim to transform the food system by encouraging a shift from dairy to oatmilk”
Oatly Unsweetened features a proprietary oat base developed in-house, with 0g of sugar content and a light and smooth texture at just 40 calories per serving, catering to consumers seeking a low-calorie, sugar-free option.
Oatly Super Basic contains only four ingredients – water, oats, sea salt, and citrus zest fiber, a byproduct upcycled from the juice industry. Its introduction is particularly timely, given the current trend towards clean-label, plant-based products, as reported in the recent Whole Foods Market 2024 Food Trend Report, spotlighting plant-based brands focusing on simplicity and whole food ingredients.
Although this is the first major innovation to its core United States oatmilk lineup in a while, Oatly has been focusing on retail and food service expansion over the past few years, securing significant partnerships including Coffee Bean & Tea Leaf, Insomnia Cookies, and Minor League Baseball.
In the broader context, Oatly’s product lineup expansion aligns with a shift in consumer preference towards oat and plant-based milk. The company recently polled US consumer milk preferences, revealing a growing preference for plant-based milks, especially among younger generations. The poll found that 54% of Gen Z and 49% of Millennials preferred plant-based milk over cow’s milk.
Shift from dairy to oatmilk
Mike Messersmith, President of Oatly North America, commented, “At Oatly, we believe that products should serve both people and the planet well. With this in mind, changing the food system requires a mass shift from dairy.
“That’s why our new oatmilks were crafted to cater to different consumer preferences, like less calories, no sugar, or fewer ingredients. Ultimately, the biggest impact we can have as a business is to convert cow’s milk drinkers into oatmilk buyers. The introduction of Unsweetened and Super Basic continue to help us do that.”
The new Oatly Unsweetened and Super Basic varieties are produced in the United States and available in 64 oz. chilled cartons. Priced at $5.99, these products will be accessible nationwide at retailers like Albertsons, Publix, Sprouts, Target, and more.
