Finnish plant-based brand Oddlygood has expanded its lineup of oat drinks in the UK.
The four-strong Barista oat range, which launches into Sainsbury’s from 15 March, includes three new SKUs including no added sugar Nutty Vanilla (rsp: £2.25), Hazelnut (rsp: £2.20) and low-fat Delight (rsp: £1.95).
The new launches join its signature Oat drink (rsp: £1.95).
All products in the range are fortified with essential vitamins and minerals, while also delivering “excellent foamability”, the brand said.
The products are made with Finnish gluten-free oats and Oddlygood uses 100% of the oat flour to deliver “barista-quality performance” while reducing food waste.
The launch follows the brand’s Plant-based Glass Ceiling Report, which found that 66% of low plant-based drink users and 58% of lapsed plant-based drink users are interested in trying different flavoured coffees. This, the brand said, offered an opportunity for flavoured oat drinks to re-engage shoppers and drive penetration in store.
“Oddlygood is stepping up its UK ambitions with a clear goal: kick-starting the next phase of growth in plant-based drinks by bringing shoppers back into the category,” said Sam Maguire, country manager at Oddlygood Group. “Backed by strong R&D expertise, we’ve created an oat range that delivers barista-level quality and flavour-led innovation at an accessible price.”
The brand said the launch represented the next phase of Oddlygood’s UK growth strategy, with a focus on accelerating distribution and building long-term value in the grocery channel.
“While the category has faced some headwinds, we see a real opportunity to re-engage shoppers and increase penetration – our launch into Sainsbury’s gives us a great platform to help drive that growth.”
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