Oats Definition, Types, Nutrition, Uses, & Facts
An ever-expanding product range and a continual rise in popularity mean that Oatly is likely to enjoy riding the crest of the plant-based wave for some time to come. It recently launched in Singapore to grow its presence in Asia and partnered with Starbucks to be part of a plant-based menu in China alongside OmniFoods and Beyond Meat. The brand’s messaging takes on a life of its own—and it has the creative assets to back it up—initiatives like its closest Oatly-serving cafes map, called Oatfinder. Following the success of its barista-based initiative, Oatly invested in its online presence with campaigns and messaging that stand out from the crowd.
Although they come from the same plant, they are produced and cooked in different ways. As a livestock feed, the grain is used both in pure form and in mixtures, though the demand for oats has been somewhat reduced by competition from hybrid corn (maize) and alfalfa. In industry oat hulls are a source of furfural, a chemical used in various types of solvents. This video jingle from Oatly’s very own CEO, Toni Petersson, is a prime example of the brand’s playful yet direct brand messaging.
Oatly also created a landing page that encourages consumers to sign a petition against the EU’s censorship of plant-based products. Oats of all types are healthier alternatives to white rice or bread as part of our staple diet. They are best known for their soluble fiber content called beta-glucan which helps in reducing the risks of heart diseases. Oatly knows its audience inside-out and as such creates messaging that strikes a personal chord with its audience across just about every touchpoint imaginable. “Our founders just figured, OK, if vast majority of the world population are intolerant to milk why don’t we make something that is actually designed for human beings not baby cows?” Oatly CEO Toni Petersson previously told CNBC Make It.
In addition to its unwavering brand ideals and its ever-expanding range of oat-based products, Oatly stands out from the crowd due to its unmistakable branding and unique tone of voice. Rather than investing in droves of Google Ads or going straight in for the social media kill, Oatly decided to expand its commercial reach and raise vital product awareness in the US (a huge target market) by going straight to the front line—the coffee shops. By 2028, the global vegan food market is set to be worth a whopping $61.35 billion according simple scalping strategy of 5 and 15 ema crossover to Fortune Business Insights while the plant-based milk market will reach $12 billion in value by 2026 reports Global Market Insights. After going back to the drawing board and reimagining his brand image and marketing strategy—something we’ll talk about in more detail below—Öste launched Oatly, expanding his product range to meet the needs of a growing market. In fact, Oatly saw an incredible rate of growth during the pandemic, with an impressive 2020 sales growth of 295% across all of its product categories, globally.
- Following that, an oat-based yoghurt with Danone flopped—something wasn’t hitting the commercial mark.
- Production-wise, oats are steamed longer and rolled thinner to produce quick oats, thus, they are softer, smoother and less chewy when cooked.
- Oats of all types are healthier alternatives to white rice or bread as part of our staple diet.
- Formulated in Sweden by food scientist, Rickard Öste, during the 1990s, Oatly was created to appeal to people who have a lactose intolerance while providing a healthier, more environmentally-sustainable alternative to cow’s milk.
In fact, Belgian brand Alpro was founded in the 1980s and is often referred to as the pioneer of alternative milk products—with soy, hazelnut and oat all part of its range. As of Dec. 31, Oatly products can be found in about 8,500 retail shops and some 10,000 coffee shops in the United States, according to the company’s SEC filing. These are oat groats that are steamed for a short period of time and then rolled. Cooking time for rolled oats runs from 5-20 minutes if using a stove and 2-5 minutes if using a microwave. In today’s post, you will know the difference between the types of oats including old fashioned oatmeal vs rolled oats. I have also written how healthy they are and tips on how to cook and differentiate them.
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Oats contain avenanthramides, an antioxidant that helps lower blood pressure levels by increasing the production of nitric oxide. The long leaves have rounded sheaths at the base and a membranous ligule (small appendage where the leaf joins the stem). The flowering and fruiting structure, or inflorescence, of the plant is made up of numerous branches bearing florets that produce the caryopsis, or one-seeded fruit. Common oats are grown in cool temperate regions; red oats, more heat tolerant, are grown mainly in warmer climates.
Brand Awareness: Going Straight to the Frontline
From the start Oatly has been dedicated to helping the planet with a more than palatable plant-based alternative to dairy milk. And, all of the brand’s campaign messaging reflects its ideals and delivers them to its audience in a way that really resonates. Plant-based milk accounts for 15% of all dollar sales for retail milk, according to market research from the Good Food Institute. Through the baristas on the front line, Oatly positioned itself as the greatest alternative to dairy, searing its name (and its taste) into the minds of satisfied coffee drinkers across the nation. Arguably, the most creative part of the initiative is the fact that Oatly made a Barista Blend that is thicker than its traditional products—making it easier for those advocating for Oatly to make better, more attractive coffees for their customers.
Informative, direct, and dedicated to the cause, ‘stop plant-based censorship’ is another effective digital outlet for the brand’s mission for sustainability. The product’s original incarnation, ‘Mill Milk’ was rolled out in Europe but with minimal success. Following that, an oat-based yoghurt with Danone flopped—something wasn’t hitting the commercial mark. Formulated in Sweden by food scientist, Rickard Öste, during the 1990s, Oatly was created to appeal to people who have a lactose intolerance while providing a healthier, more environmentally-sustainable alternative to cow’s milk. And in what turned out to be a key move, Petersson debuted a special barista blend of Oatly oat milk. There is still a lot to know about oats and it gets more interesting the more we talk about them.
To expand its commercial reach while maintaining its commitment to a more sustainable planet, Oatly is currently working with two non-profit organizations to encourage farmers to start growing food-grade oats as part of their regular crop rotations. It has also introduced climate footprint labeling for select Oatly products in North America, starting with the brand’s newly reformulated line of Oatgurts (a range of non-dairy yogurt alternatives). And, with initiatives like this, irresistible digital content is likely to follow. Production-wise, oats are steamed longer and rolled thinner to produce quick oats, thus, they are softer, smoother and less chewy when cooked. Old fashioned oats are commonly used to make oatmeal, oat milk, pancake, and granola bars to name a few.
Rolled oats are made by toasting, hulling and steaming whole oats and flattening them with giant rollers. This process makes a drastic change in the texture of the oats, shortens cooking time, and extends their shelf life. Oats, (Avena sativa), domesticated cereal grass (family Poaceae) grown primarily for its edible starchy grains.
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With sufficient moisture, the crop will grow on soils that are sandy, low in fertility, or highly acidic. The plants are relatively free from diseases and pests, though they are susceptible to rust and anthracnose on their stems and leaves. In 2022, the Advertising Standards Authority took action against Oatly on this advert for its “misleading“ environmental claims after complaints, one from the campaign group, A Greener World. Oatly responded by listing its sources and the ASA accepted the research but challenged that nuances in the claims were not made clear to consumers. Oh, and in case you’re not aware, Oatly is one of the world’s leading sellers of plant-based milk with celebrity backers like Oprah.
Oatly’s brand tone is fun and accessible—but when it comes to sustainability, its messaging pulls no punches. It’s this idyllic balance and clearcut commitment to its original mission that contributes to Oatly’s ongoing global plant-based milk domination. Some of the ads earned prime-time Saturday night ad slots in the UK and although some saw https://www.topforexnews.org/investing/learn-how-to-invest-your-money/ the campaign as blinkered and ageist, the brand’s uncompromising tone shone through. To supplement the campaign and engage dairy-loving dads (and their kids), Oatly created a dedicated microsite to help middle-aged men (identified as the demographic least likely to convert to plant-based milk) switch to Oatly with info, tips, and recipe ideas.
But while Oatly is pretty new to American consumers, the company and its signature product have been around for nearly three decades. Oat milk was invented in 1994 in Sweden by Oatly’s founders, brothers Rickard and Bjorn Oeste, who were researching https://www.day-trading.info/south-africa-government-bond-10y/ an alternative to cow’s milk for people with lactose intolerance. Akin to British drinks company Innocent, you can spot Oatly’s brand voice a mile off—making it instantly recognizable and as digestible as the products themselves.
