Oatly is the Swedish startup that's created the phenomenon surrounding the dairy alternative oat milk. The company has engineered its demand by entering the U.S. market through high-end coffee shops before going to retail. Its Barista Edition Oatmilk quickly became the preferred alt-milk because of its ability to deliver the mouthfeel and foamability that talented coffee artisans associate with milk when making beverages such as cappuccinos and lattes. Oat milk did not require the same kind of sacrifices as nut and seed milks.
Baristas, then, have become the primary way in which Oatly has introduced itself to consumers, branded as the non-dairy beverage good enough for their discerning taste. In addition, Oatly has physically wrapped its product in whimsical, eye-catching, type-driven packaging, which both educates and amuses customers about oat milk (Wow, no cow!). The packaging has helped Oatly stand out as it has turned to retail distribution to meet customer demand.