Oat-based milk alternative Oatly is relaunching in July in a bid to reposition itself as a lifestyle brand.

The revamp will include a new website and new packaging as part of an overall brand investment of more than £3.3m targeting Health and eco-conscious shoppers.

It will be supported with PR, social media, events and a sampling programme.

Oatly intended to highlight the benefits of “life without the cow” and its smaller production carbon footprint when compared with cow’s milk, said CEO Toni Petersson. The rebranding would tell “the story of Oatly with a compelling message for the post-milk generation,” he added.