Vegan Oatly Exceeds Sales Targets After 'Like Milk But Made For Humans' Campaign

The company says it is working to meet high consumer demand
Oatly's popular campaign and empty shelves
The campaign has reached a massive audience (Photo: Oatly/Plant Based News. Do not use without permission)

Swedish brand Oatly is exceeding sales targets of its new vegan oat drinks following its successful 'It's like milk but made for humans' campaign, Plant Based News can reveal.

The £700k cross-media campaign, which launched last month, is running across major transport hubs including London's Kings Cross and Oxford Circus, as well as high impact sites in areas including Shoreditch, Peckham, and Brixton.

As a result, Oatly's new line of vegan oat drinks - including Skimmed, Semi, and Whole - are selling is bigger than expected quantities.

Waitrose shelf is bare where vegan Oatly should be
Demand for the new vegan oat drink are exceeding targets (Photo: Plant Based News. Do not use without permission)

Vegan milk

"We're pretty sure that loads of Brits have seen our 'It's like milk but made for humans' campaign these past weeks," Oatly's General Manager told Plant Based News.

"It's been very impactful and we've seen a growth in demand for all of our products. The new chilled oat drinks have been performing way ahead of expectations, but we're busy working with our customers to cover this demand.

"We're thrilled of course, but the campaign has created such a rush on our Oatly products, that we've blown way past our expected sales targets."

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Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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PBN Contributor:

Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.

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