Oatly
Swedish food and beverage company specializing in oat-based alternatives to dairy products.
Last updated August 21, 2026
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Overview
Oatly is a Swedish food and beverage company built around oat-based alternatives to dairy products. Its portfolio includes oat drinks, barista beverages, frozen desserts, yogurt alternatives, cooking products, spreads, custards, mayonnaise and ready-to-drink coffee beverages. The company positions oats as a versatile, relatively climate-conscious alternative to dairy and has developed a distinctive consumer brand around plant-based eating, coffee culture, sustainability communication and deliberately unconventional advertising. The business originated in research associated with Lund University. Food scientist Rickard Öste and his brother Björn Öste founded the company in 1994, with the early corporate structure involving Ceba AB, researchers and Swedish agricultural interests. Oatly's first commercial product was introduced in 2001. Rather than presenting oat beverages only as a niche substitute for people avoiding dairy, the company increasingly marketed them as everyday products for coffee, cooking, breakfast and general consumption. This strategy helped Oatly establish a strong presence in Sweden and later expand into other European markets. A major part of Oatly's growth has come from the food-service channel. Barista Edition was developed to steam and froth effectively in coffee drinks, helping the brand gain visibility in cafés and specialty coffee shops. By the end of 2020, the company's products were reported to be available in approximately 60,000 retail stores and 32,200 coffee shops worldwide. China became another important market, with products available in thousands of cafés and tea shops, while the United States expanded through retail distribution, coffee shops and Starbucks locations. Oatly's brand identity is unusually prominent for a packaged-food company. Its advertising frequently uses conversational language, self-aware humor, bold typography and arguments about the environmental implications of dairy consumption. Campaigns have sometimes been deliberately provocative, including the use of slogans that triggered litigation from the Swedish dairy lobby. The company's marketing has also addressed proposed European restrictions on dairy-related terminology and packaging for plant-based products. The company opened its first United States factory in Millville, New Jersey, in 2019. It later pursued a public-market listing in the United States and changed its corporate name from Havre Global AB to Oatly Group AB in March 2021. Oatly began trading on Nasdaq under the symbol OTLY in 2021. The listing increased the company's public visibility but was followed by scrutiny concerning its accounting, sustainability claims, governance and investor relationships. Oatly has faced criticism over the sale or use of production residue, its relationship with investors linked by critics to environmental controversies, alleged overstatement of financial and sustainability performance, and the accuracy or comparability of some advertising claims. It has also been involved in trademark litigation in the United Kingdom. These controversies have made the company's sustainability positioning a subject of close public and regulatory examination. Oatly remains an active international plant-based food brand. Its core proposition is the replacement or reduction of dairy consumption through oat-based products, with particular strength in oat milk and coffee applications. Its production and development operations include Malmö headquarters and a production and development centre in Landskrona, while its distribution network spans retail, food service and direct consumer channels in multiple regions.
History
Oatly developed from Swedish research into oat-based alternatives to milk. Food scientist Rickard Öste and his brother Björn Öste founded the business in 1994. The initial corporate structure was associated with Ceba AB, established by Öste, Ingegerd Sjöholm, Inger Ahlden and Lennart Lindahl together with the Swedish cereals company Skånska Lantmännen. The research-led origin shaped Oatly's long-term emphasis on food science, oat processing and the functional performance of its products. The first Oatly product reached the market in 2001. During its early development, the company focused on making oat beverages suitable for consumers seeking alternatives to cow's milk, including people concerned about lactose or dairy consumption. Over time, the range expanded beyond basic oat milk into products for coffee, cooking, breakfast and desserts. The Barista Edition became particularly important because its higher fat content was designed to steam, froth and combine with espresso more effectively than the company's standard drink. Oatly's growth was closely tied to a new style of plant-based-food marketing. The brand used direct language, humor and environmental comparisons to challenge the cultural dominance of dairy. In Sweden, the dairy lobby LRF Mjölk successfully challenged the slogan “Milk, but made for humans.” Oatly responded by publishing the legal complaint, turning the dispute into a publicity event. The slogan was later used in a United Kingdom campaign, where Oatly spent substantially on television and outdoor advertising. Oatly also registered playful names such as Pjölk, Brölk, Sölk and Trölk after dairy advertising used a fictitious oat-like brand called Pjölk. International expansion accelerated during the late 2010s. Oatly opened its first United States factory in Millville, New Jersey, in 2019. It expanded through supermarkets, cafés and food-service partners, with the coffee channel acting as a major source of trial and brand visibility. Sweden, Germany and the United Kingdom became key markets, while China and the United States developed into important international markets. By the end of 2020, the company reported distribution across tens of thousands of stores and coffee shops worldwide. Ownership and financing became more prominent as the company scaled. In 2020 Oatly sold a minority stake to a group of investors that included Blackstone. The investment generated a consumer backlash because critics connected Blackstone-funded activities and investments with Amazon deforestation and road development. The episode exposed a tension between Oatly's sustainability positioning and the expectations that consumers placed on its capital providers. Other investors associated with the company included Verlinvest, China Resources-linked interests, Industrifonden, Östersjöstiftelsen, employees and public figures. Oatly entered the United States public markets in 2021. Its corporate name changed from Havre Global AB to Oatly Group AB in March of that year, and the company listed on Nasdaq under OTLY. The listing initially attracted substantial attention, but in July 2021 the short seller Spruce Point Capital released a report questioning Oatly's management, accounting, margins and sustainability disclosures. The report also alleged that the company understated water use and lacked adequate wastewater treatment. Oatly's share price subsequently declined, and shareholder class actions were filed. The company became an example of the scrutiny faced by high-growth sustainability brands when private-market narratives meet public-company reporting requirements. Oatly also pursued trademark protection aggressively. Its action against British producer Glebe Farm Foods over the PureOaty name was dismissed by the High Court of Justice in August 2021. The court found only a modest degree of similarity between the relevant branding. In the advertising sphere, several Oatly advertisements were banned or restricted by the UK Advertising Standards Authority in early 2022. The regulator did not reject the general proposition that vegan diets can reduce greenhouse-gas emissions, but it found that some executions could mislead consumers by generalizing claims from Barista Edition and by using an imbalanced comparison with transportation emissions. The company continued to use high-profile and provocative marketing. Its 2021 Super Bowl commercial, “Wow, No Cow,” featured chief executive Toni Petersson singing in an oat field. A Europe-wide “Are You Stupid?” campaign addressed proposed European restrictions on dairy-associated descriptors and packaging for plant-based products. The campaign supported opposition to Amendment 171, which was ultimately withdrawn by the European Union in May 2021. In 2024 Oatly announced a partnership with Minor League Baseball, presenting the fictional Malmö Oat Milkers as the league's “121st team.” In September 2024 it launched a United Kingdom campaign encouraging consumers to use oat milk in tea. Oatly's present identity combines a global oat-based product portfolio, retail and café distribution, prominent sustainability claims and a highly recognizable advertising voice. Its history shows both the commercial opportunity of plant-based dairy alternatives and the reputational, legal, regulatory and financial scrutiny that can accompany an outspoken sustainability brand.
- 2021
Corporate name change and Nasdaq listing
[1]Havre Global AB changed its name to Oatly Group AB, and Oatly began trading on Nasdaq as OTLY.
- 2021
European Amendment 171 withdrawn
[1]The European Union withdrew Amendment 171, which Oatly had opposed through an advertising and petition campaign.
- 2019
First United States factory opens
[1]Oatly opened its first US factory in Millville, New Jersey.
- 2018
Production-residue criticism
[1]The company was criticized for supporting a pig farm to which it sold manufacturing residue and said it would revisit the matter.
- 2001
First commercial product
[1]Oatly released its first product, establishing the oat-based beverage business.
- 1994
Company founded
[1]Rickard Öste and Björn Öste founded the business around research into oat-based alternatives to dairy.
Products and positioning
A distinctive, sustainability-oriented plant-based food and beverage brand focused on making oat products mainstream, especially as alternatives for dairy in coffee, breakfast and everyday cooking.
Plant-based milk alternative · 2001
Oat drinks
Oatly's core line consists of oat-based drinks in standard, full-fat, low-fat and chocolate variants. The products are intended for drinking, cereal, cooking and use in hot beverages. Availability and formulation vary by market. US products are described as gluten-free, while products sold in Europe and Asia are not uniformly gluten-free.
Coffee-service oat beverage
Barista Edition
Barista Edition is formulated for steaming, frothing and mixing with espresso. Its fat content is higher than the standard Original product, giving it a richer mouthfeel and improved performance in coffee and tea drinks. The product became a major bridge between Oatly's packaged-food business and specialty coffee culture.
Plant-based yogurt alternative
Oatgurt
Oatgurt is an oat-based yogurt alternative made without dairy and containing active cultures. Market variants include plain, strawberry, peach, black cherry and mixed berry flavors.
Plant-based dessert
Frozen desserts
Oatly's frozen desserts provide an oat-based alternative to ice cream. The US range has included chocolate chip, mint chip, coffee, strawberry, chocolate, vanilla, oat and salted caramel flavors, although availability is market-specific.
Cold coffee and packaged drinks
Ready-to-drink beverages
International ready-to-drink products include single-serve beverages such as chocolate oat milk, cold brew latte, organic matcha latte and organic mocha latte. Some are packaged in recyclable paper-based containers designed to resemble cans.
Plant-based cooking products
Cooking and spread products
The broader portfolio includes oat-based cooking cream, spreads, custard and mayonnaise. These products extend the brand beyond beverage substitution into sauces, desserts, meal preparation and everyday household use.
Controversies
2022
Advertising Standards Authority findings
The UK regulator banned or restricted several Oatly advertisements, finding that some claims could confuse consumers about which products they applied to and that one environmental comparison did not compare equivalent categories.
2021
Short-seller allegations and shareholder litigation
Spruce Point Capital questioned Oatly's management, accounting, revenue and margins and alleged that the company overstated aspects of its sustainability performance, including water use and wastewater treatment. The report was followed by a share-price decline and class-action lawsuits.
2021
PureOaty trademark dispute
Oatly sued Glebe Farm Foods in the United Kingdom over the PureOaty name and branding. The High Court dismissed the claim, finding only a very modest level of similarity.
2021
Oatly sues Glebe Farm Foods over alleged trademark infringement
Oatly sued Glebe Farm Foods and sought an injunction to stop sales of its PureOaty brand, alleging that the brand was too similar to Oatly’s own. The article reports that the hearing had ended and a decision was expected in late July; it does not report a decision.
2020
Backlash over Blackstone investment
Consumers objected to Oatly's investment deal involving Blackstone because of allegations concerning environmental impacts associated with companies financed by Blackstone, including links cited by critics to Amazon deforestation and road development.
2018
Use of manufacturing residue
Oatly was criticized for selling production residue to a local pig farm, which critics viewed as inconsistent with the company's sustainability positioning. The company said it would revisit the issue.
Marketing campaigns
- 2024Malmö Oat Milkers
United States
Oatly announced a partnership with Minor League Baseball and presented a fictional Malmö Oat Milkers team as the league's 121st team.
Outcome. The partnership extended Oatly's brand into sports marketing and experiential promotion.
- 2024Oat milk in tea
United Kingdom
A UK campaign promoted oat milk as a suitable addition to tea and sought to normalize plant-based milk in a culturally established beverage occasion.
- 2021Wow, No Cow
United States · Sweden
The Super Bowl LV commercial featured Toni Petersson singing a deliberately awkward jingle in an oat field. The creative had previously aired in Sweden and was designed to make Oatly's anti-dairy message memorable.
Outcome. The campaign generated substantial discussion and polarized reactions, consistent with Oatly's deliberately unconventional advertising style.
- 2021Are You Stupid?
Europe
The campaign used focus-group material to argue that consumers could identify dairy and non-dairy products regardless of packaging. It also directed audiences toward opposition to Amendment 171, which sought tighter restrictions on dairy-associated descriptions and presentation for plant-based products.
Outcome. The European Union withdrew Amendment 171 in May 2021.
- 2018Milk, but made for humans
United Kingdom · Sweden
Oatly used the slogan in UK television and outdoor advertising after the wording had been challenged in Sweden by the dairy lobby. The company publicized the dispute and used the controversy to reinforce its anti-dairy positioning.
Outcome. The Swedish legal challenge helped generate publicity, while the slogan was prohibited in the relevant Swedish advertising context.
Brand decisions
2021
Pursue a Nasdaq public listingOtherBackground
Oatly sought capital and visibility to support its international growth.
Action taken
The company changed its corporate name to Oatly Group AB and listed on Nasdaq under OTLY.
Aftermath
The listing increased public scrutiny of the company's governance, accounting and sustainability disclosures.
2021
Campaign against Amendment 171StrategyBackground
Oatly opposed proposed European restrictions on dairy-related terminology, packaging cues and environmental comparisons for plant-based products.
Action taken
The company launched the Are You Stupid? campaign and promoted a petition against the amendment.
Aftermath
The European Union withdrew Amendment 171 in May 2021.
2019
Build United States manufacturing capacityStrategyBackground
Oatly was expanding in the United States through retail and coffee-service channels.
Action taken
The company opened its first US factory in Millville, New Jersey.
Aftermath
The facility supported local production and Oatly's broader North American expansion.
Recent events
Oatly reports first-year public-company results[5]
Oatly published its first annual results as a listed company, reporting 2021 revenue of $643.2 million, up 52.6% year over year, and a net loss attributable to shareholders of $212.3 million.
Reported
Oatly opened its first factory in China[6]
Oatly opened its first factory in China, in Ma'anshan, Anhui province. The facility will produce oat drinks and has research and development capacity.
Reported
Oatly sues Glebe Farm Foods over alleged trademark infringement[3]
Oatly sued Glebe Farm Foods and sought an injunction to stop sales of its PureOaty brand, alleging that the brand was too similar to Oatly’s own. The article reports that the hearing had ended and a decision was expected in late July; it does not report a decision.
- Unconfirmed
Reported
Oatly prices its IPO at $17 per ADS[7]
Oatly Group said it had priced its initial public offering at $17 per American Depositary Share, the high end of its previously estimated range of $15 to $17. The article says trading on Nasdaq was expected to begin on May 20, 2021, and the offering was expected to close on May 24, 2021.
Reported
Oatly raises $1.4 billion in its public share offering[8]
Oatly sold shares to the public for the first time on Nasdaq, raising $1.4 billion. Its shares were initially priced at $17 each.
Reported
Oatly announces confidential draft IPO filing[9]
Oatly announced that its parent company, Havre Global AB, confidentially submitted a draft Form F-1 registration statement to the U.S. SEC for a proposed U.S. IPO of American Depositary Shares. The offering's size and price range had not yet been determined.
Reported
Oatly sues over PureOaty trademark claims[4]
Oatly sued Glebe Farm Foods, alleging that its PureOaty brand infringes Oatly and Oat-ly! trademarks and that its packaging is too similar. The article says Oatly sought an injunction and other remedies; these are claims, not reported court findings.
Sources11 sources
- 1Oatlyen.wikipedia.org
- 2Oatly official websiteoatly.com
- 3Oatly sues Glebe Farm Foods over alleged trademark infringementfarminguk.com
- 4Oatly sues Glebe Farm Foods over alleged trademark infringementthegrocer.co.uk
- 5Oatly公布上市首年财报biz.jrj.com.cn
- 6Oatly在中国开设首家工厂global.chinadaily.com.cn
- 7Oatly将IPO发行价定为每份ADS 17美元finanznachrichten.de
- 8Oatly首次公开发行募资14亿美元learningenglish.voanews.com
- 9Oatly 宣布已保密提交 IPO 注册声明草案finanznachrichten.de
- 10Oatly sues Glebe Farm Foods over PureOaty brand - Farmers Weeklyfwi.co.uk
- 11Oatly sues UK oat milk maker over trademarkbbc.com
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