Starbucks will now serve Oatly’s oat milk.
Oat milk has formally gone mainstream.
Starbucks cafes nationwide will carry Oatly’s nondairy substitute beginning Tuesday, the espresso chain mentioned Monday. The oat milk shall be included into Starbucks’ spring menu by way of the brand new Iced Brown Sugar Oatmilk Shaken Espresso.
For Oatly, espresso retailers are a essential option to introduce shoppers to its signature product. Consumers can attempt oat milk — often for a small further cost, which is widespread for milk options — with out committing to purchasing a whole carton.
The method has helped Oatly create a giant fan base and maintain onto it, even as new opponents like Chobani or private-label merchandise entered the market. In the final year, oat milk gross sales within the U.S. climbed greater than 170% throughout the 52-week interval ended Feb. 13, in contrast with the identical time a year in the past, in accordance with Nielsen information.
The everlasting menu addition by the espresso large is the most recent big announcement for Oatly, which made its debut in U.S. espresso retailers simply 5 years in the past. The Swedish firm aired its first U.S. industrial in early February with a Super Bowl spot that confirmed its CEO singing about oat milk. On Tuesday, Oatly introduced that it had confidentially filed for an preliminary public providing within the U.S.
Starbucks added oat milk from Oatly competitor Elmhurst 1925 at choose upscale Reserve places in 2019. Last year, it began testing a wider viewers with Oatly’s model by way of a pilot within the Midwest. The espresso chain has been including extra plant-based options to its menu in an effort to draw new prospects and be extra environmentally pleasant.
Coffee retailers have all the time performed an necessary position in Oatly’s enlargement technique. In 2016, third-wave espresso chain Intelligentsia beginning serving Oatly at its cafes. The firm centered on getting baristas and low drinkers hooked on oat milk’s creamy texture and skill to froth earlier than pushing into grocery shops.
A scarcity in 2018 led to eBay listings for Oatly cartons at sky-high costs and motivated the corporate to open its first U.S. manufacturing unit in New Jersey the next year. Oatly has additionally expanded into new classes, like oat-based variations of yogurt and ice cream.