Oatly, one of 20 hottest brands in the USJun 25, 2019
Amid the seemingly constant, um, churn of vegan alternatives to dairy milk—would you like your latte handcrafted with liquid made from almonds, cashews, or soy?—oat-based Oatly is gaining steam. In a little more than two years in the U.S., Oatly has gotten its cartons of dairy-free, nut-free and gluten-free oat beverages into several thousand U.S. coffee shops and about 3,000 grocery stores.
After suffering through some product shortages in the U.S., the Swedish company now has one U.S. factory, in New Jersey, and plans to open a second, in Utah, in 2020. For now, the brand is ramping up its advertising with nearly 400 out-of-home ads in Chicago, Los Angeles, New York and San Francisco.
This summer, Oatly plans to promote its new line of non-dairy desserts starting with a truck tour in Southern California before the frozen pints hit select U.S. stores in July. The company handles its ads in-house and works with Omnicom’s PHD on media planning on buying.
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