Oatly is Launching a Vegan Soft Serve Menu Item and Tour Across the U.K.
Kanesa David — July 6, 2023 — Marketing
Oatly, a Swedish oat-based product brand, has announced a new vegan soft serve that will be offered at a number of locations across the U.K. The 'Oats on Tour' summer campaign hopes to introduce a broader audience of consumers to the Oatly brand and, particularly, its new soft-serve product. Oatly also hopes that a beloved treat like soft serve will bring more types of oat-based foods to mainstream grocery stores.
Oatly has established strategic partnerships with prominent establishments, including Fortnum & Mason, an esteemed London-based retailer, The Breakfast Club, a well-regarded dining establishment, and Jenki, an exclusive matcha bar. These collaborations reflect Oatly's commitment to expanding its reach and diversifying its product offerings.
“At Oatly, we’re committed to making it as easy as possible for people to incorporate more plant-based food and drinks into their everyday life,” said Bryan Carroll, general manager for Oatly in the UK and Ireland. “That means creating products for every occasion where you might typically find dairy.”
Image Credit: Oatly
Oatly has established strategic partnerships with prominent establishments, including Fortnum & Mason, an esteemed London-based retailer, The Breakfast Club, a well-regarded dining establishment, and Jenki, an exclusive matcha bar. These collaborations reflect Oatly's commitment to expanding its reach and diversifying its product offerings.
“At Oatly, we’re committed to making it as easy as possible for people to incorporate more plant-based food and drinks into their everyday life,” said Bryan Carroll, general manager for Oatly in the UK and Ireland. “That means creating products for every occasion where you might typically find dairy.”
Image Credit: Oatly
Trend Themes
1. Vegan Soft Serve - The trend of vegan soft serve presents an opportunity for dairy-free alternatives to gain mainstream popularity.
2. Conscious Consumerism - The trend of conscious consumerism creates a demand for plant-based food and drinks, providing opportunities for brands like Oatly.
3. Food Tourism - The trend of food tourism can be explored through initiatives like Oatly's 'Oats on Tour' campaign, introducing new vegan products to a broader audience.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage the trend of vegan soft serve to offer more dairy-free options and cater to the growing demand for plant-based alternatives.
2. Retail - The retail industry can benefit from the trend of conscious consumerism by stocking more plant-based products, including Oatly's vegan soft serve, to attract environmentally conscious shoppers.
3. Hospitality - The hospitality industry can capitalize on the trend of food tourism by partnering with brands like Oatly and incorporating unique vegan offerings, such as the new soft-serve, into their menus to attract tourists and local food enthusiasts.
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