# Vegan Soft Serve Pop-Ups The First Oatly Soft Serve Shares Three Oat Milk Frozen Dessert Flavors By Laura McQuarrie | Published 2023-07-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/oatly-soft-serve References: [vegnews](https://vegnews.com/2023/7/oatlys-pop-up-vegan-soft-serve) & [oatly](https://www.oatly.com/)  [Oatly](https://www.trendhunter.com/trends/oatly-5), the original oat drink company, newly opened the doors to the first-ever Oatly Soft Serve pop-up, and it's a destination for three popular [vegan soft serve flavors](https://www.trendhunter.com/trends/2025-dairy-free-decadence-series) from the brand. This [pop-up shop on Amsterdam](https://www.trendhunter.com/trends/the-pint-of-no-return) serves up scoops of vanilla, coffee and matcha soft serve, plus decadent toppings like strawberries, stroopwafel and flavored drizzles. Throughout the summer, Oatly is collaborating with different local brands to keep consumers coming back for a taste of something new. Oatly is hosting a spice week with Spice First and a summer-long spicy challenge with crispy chili oil brand La Lia. This strategically chosen location has a high volume of foot traffic and it is poised to attract vegans and vegans alike who want to beat the heat with refreshing frozen desserts. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 33% | Activity: 37% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Vegan Soft Serve:** Disruptive Innovation Opportunity: Develop unique and innovative flavors of vegan soft serve to cater to the growing demand for plant-based frozen desserts. - **Collaborative Marketing:** Disruptive Innovation Opportunity: Form partnerships with local brands to create unique and limited-time offerings, creating excitement and driving repeat business. - **Spicy Vegan Treats:** Disruptive Innovation Opportunity: Experiment with flavors and incorporate spices to create a niche market of spicy vegan frozen desserts. ### Sectors Adopting This - **Food and Beverage:** Disruptive Innovation Opportunity: Introduce new plant-based frozen dessert options to capture the growing market of health-conscious and environmentally conscious consumers. - **Hospitality:** Disruptive Innovation Opportunity: Collaborate with local brands and pop-up shops to create unique experiences and drive foot traffic, appealing to a wide range of consumers. - **Spices and Condiments:** Disruptive Innovation Opportunity: Develop innovative spicy flavors and condiments specifically tailored for vegan desserts to cater to the increasing demand for unique taste experiences. ## Related on Trend Hunter - [Vegan Ice Cream Tours](https://www.trendhunter.com/trends/oatly-5.md) - [Vanilla Vegan Soft Serves](https://www.trendhunter.com/trends/vegan-soft-serve.md) - [Oat Milk Ice Cream Shops](https://www.trendhunter.com/trends/oat-milk-ice-cream-shop.md) - [Boozy Plant-Based Soft Serves](https://www.trendhunter.com/trends/malibu-and-oatly.md) - [Autumnal Vegan Soft Serves](https://www.trendhunter.com/trends/seasonal-soft-serve.md) - [Vegan Banana Soft Serves](https://www.trendhunter.com/trends/chocolate-banana-nondairy-soft-serve.md) - [Oat-Based Frozen Yogurts](https://www.trendhunter.com/trends/marshmallow-oatmilk-soft-serve.md) - [Dairy-Free Alcohol-Inspired Desserts](https://www.trendhunter.com/trends/oatly-7.md) - [Dairy-Free Frozen Dessert Bars](https://www.trendhunter.com/trends/dairy-free-frozen-dessert-bar.md)