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Cover issue 15

Oatly launches dairy-free yoghurt drink

Oatly, the Swedish oat milk brand, infamous for their witty marketing campaigns, has announced a new product in its range. The new ‘Oatgurt’ is made with a fermented base using oats and is available in four flavours: Strawberry, Vanilla, Elderflower and Natural.

The product is designed to be added to smoothies, on top of granola, used in recipes or can be enjoyed on its own. The new oat-based product has a similar consistency to dairy-based yoghurts.

The brand shared the news of the addition to its portfolio via Instagram, writing: “It is pretty progressive product that you can use like yoghurt, only it’s made from oats, not dairy, so it gives you beta-glucans, nice unsaturated fat and the good vibes that come from making a thoughtful choice for the planet.”

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If you’re wondering, “What could possibly be cool or forward-thinking about something called Oatgurt?” It's okay, go ahead and laugh. Yeah, it's not an awesome product name. At least we didn't go with “Fermented Oat Base.” But if you can get past the name, it is a pretty progressive product that you can use like yo-gurt only it's made from oats not dairy, so it gives you beta-glucans, nice unsaturated fat and the good vibes that come from making a thoughtful choice for the planet. And since the scientist who invented the world’s first amazing oat drink and founded our company thought it was cool to just go with the name Oatly, everyone might want to adjust their expectations for rad oat product names anyway.

A post shared by Oatly (@oatly) on

Oatly’s products are favoured for their consistency and taste, with their barista edition milk being a favourite in the vegan community for use in hot drinks.

The product is only available in Nordic markets at the moment, with the popularity of Oatly in the UK, there’s a chance for it to be found on shelves in this country in the future.

Oatly’s advertising campaigns are known for sharing the vegan message, with one of their recent ones advocating the cause by simply saying ‘like milk but made for humans’.

Their advertising methods have been deemed controversial for some. Micheal Lee, Oatly’s creative and strategic director for international markets, said: “We disagree. It’s fact, because our oat drinks actually are made for humans, rather than for baby cows.”

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