Oatly owes its meteoric rise to a savvy marketing strategy

Sowing oats. In recent years, you’ve likely noticed that oat milk—specifically Sweden’s Oatly brand—has been the hottest advent in a market saturated with non-dairy choices. But what’s made Oatly’s dominance in America skyrocket is its unique marketing campaign geared towards baristas. The goal is to evangelize the froth-conducive beverage, spreading the gospel of the product’s superior mouthfeel and consistency in coffee. One more advantage oat milk has: Unlike rice or almond milk, growing and processing oats requires far less water, and emits fewer greenhouse emissions. Head to Thrillist for the full story.

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