These new Well&Truly Easter oat milk chocolates are making their way to Sainsbury's locations in the UK as a series of plant-based treats that play to the increasing popularity of dairy-free holiday candies. The products include the new Easter Truffles and the Fudge & Marshmallow Oat M&lk Chocolate Bar, which are each made with oat milk-based chocolate and additional plant-based ingredients. The treats follow on the brand's ethos of being palm oil-free, while also having a 50% lower carbon footprint when compared to conventional chocolate.
Co-Founder Sara Trechman spoke on the Well&Truly Easter oat milk chocolates saying, "Easter is all about joy, sharing and a little bit of indulgence. We wanted to bring something truly special to the shelves, treats that are not only delicious and fun, but made with care for people and the planet.”
Why This Trend Is Growing
- Plant-based Holiday Confectionery
- Seasonal candies reformulated with oat milk and other plant alternatives are creating year-round opportunities to reposition traditional holiday treats for vegan and flexitarian consumers.
- Sustainable Ingredient Transparency
- Clear communication about palm-oil-free sourcing and lower carbon footprints is emerging as a differentiator that can reshape label-driven purchasing decisions.
- Carbon-impact Product Positioning
- Products marketed with quantified carbon reductions relative to conventional counterparts are enabling new premium and value tiers based on environmental performance.
Industries Being Reshaped
- Retail Supermarkets
- Grocery chains offering dedicated plant-based seasonal sections are altering assortment strategies to capture growing demand for dairy-free indulgences.
- Packaged Confectionery
- Chocolate manufacturers experimenting with oat milk formulations and novel inclusions like marshmallow and fudge are redefining texture and flavor expectations in mainstream snacking.
- Ingredient Suppliers
- Producers of oat protein, plant-based emulsifiers, and sustainable fats are being positioned as critical partners for scaling dairy-free chocolate across global supply chains.
