The overall brand ambition is a shift from a food production company to a lifestyle brand.
The brand is currently the third best performing in the substitute milk category, sitting as the market leader of oat drinks. The oat drink category is worth around £4.8m and is growing at a quicker pace than the milk alternative category as a whole.
“Back in the 1990s, people thought we were crazy for making milk without the cow,” said CEO Toni Petersson. “It’s now 2014 and we know that people are ready. Our packaging is unlike anything else on the shelves and will create real standout. Our advertising tells the story of Oatly with a compelling message for the ‘post-milk generation’.”
The relaunch will benefit from an extensive marketing push, including PR, social media, events and a sampling programme that sees a total brand investment of over £3.3m for 2014.
We're very excited about the upcoming @OatlyUK relaunch, spotted in @TheGrocer and @FoodBev recently! pic.twitter.com/XQofDdY8mf — Tetra Pak UK (@tetrapak_uk) June 10, 2014
We're very excited about the upcoming @OatlyUK relaunch, spotted in @TheGrocer and @FoodBev recently! pic.twitter.com/XQofDdY8mf
— Tetra Pak UK (@tetrapak_uk) June 10, 2014
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