Oatly has embarked on a strategic expansion through a multi-year partnership with the UK coffee chain Black Sheep Coffee.
The renowned plant-based milk company has decided to broaden its product offerings by introducing a 1.5-litre pack of oat milk, a first for Oatly in the UK market. This initiative is in response to increasing customer demand, aimed at reducing waste and improving efficiency for coffee bars and baristas who use the product extensively each day.
With this development, Oatly has secured its position as the default oat milk option at Black Sheep Coffee outlets. Bryan Carroll, the general manager of Oatly, explained that the larger format is designed with professional baristas in mind, reflecting the brand’s commitment to meeting customer needs while maintaining sustainability.
Mr Carroll emphasised the importance of collaboration to achieve Oatly’s mission of being present wherever dairy is available. He stated, “To achieve our mission to be wherever dairy is, we need to do more than just make best-in-class products. We also need to work with partners like Black Sheep to understand how best we can serve the needs of our customers.” This move not only signifies a step towards wider availability but also aligns with broader environmental goals.
Oatly’s journey has not been without legal challenges. Last year, the company successfully defended its right to use the term ‘milk’ on its packaging following a four-year High Court battle with the UK dairy industry. This victory underscores Oatly’s resilience and dedication to maintaining its brand identity in a competitive market.
Oatly’s partnership with Black Sheep Coffee marks a significant expansion strategy, reinforcing its market presence and commitment to sustainability.
