Oatly
Source: investors.oatly.com

Oatly

Oatly is a Swedish plant-based food company best known for its oat milk, positioning itself as a challenger brand that combines sustainability advocacy, irreverent editorial tone-of-voice, and category redefinition against traditional dairy.

Key-Facts

Founded 1994
Logo
Industry Beverages
Headquarters Sweden
Current claim "It's like milk, but made for humans."
Color #98c5d3
Vision To lead the global shift towards a sustainable, plant-based food system, benefiting both people and the planet. matrixbcg.com
Mission To make it easy for people to eat better and live healthier lives without recklessly taxing the planet's resources in the process. matrixbcg.com

Brand Chronology

Oatly opens the world's first bike-thru in Amsterdam (2026)

Oatly opens the world's first bike-thru in Amsterdam

2026
Oatly opens the world's first bike-thru in Amsterdam
A cyclist on a black bike pulls up to the pick-up window of Oatly's stainless-steel Bike-Thru kiosk in Amsterdam-Noord, marked with bold white Oatly Bike-Thru lettering and a red Pick-up here sign.
Oatly opens the world's first bike-thru coffee kiosk in Amsterdam-Noord, retooling the American drive-thru for cyclists.
oatly campaign news ad campaign
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Oatly launches its Spring/Summer 2026 Look Book at the London Coffee Festival (2026)

Oatly launches its Spring/Summer 2026 Look Book at the London Coffee Festival

2026
Oatly launches its Spring/Summer 2026 Look Book at the London Coffee Festival
Cover image of the Oatly Spring/Summer 2026 Look Book. Source: oatly.com
Oatly presents the third edition of its Look Book recipe collection at the London Coffee Festival, leaning into Latin American flavours.
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Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore (2023)

Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore

2023
Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore
Source: blowup-media.nl
Oatly launched a global “Spam” campaign in 2023, using intrusive, absurd advertising to promote a newsletter while actually driving large-scale brand awareness.
oatly campaign news ad campaign
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Oatly debuts at the Super Bowl with a CEO-written jingle (2021)

Oatly debuts at the Super Bowl with a CEO-written jingle

2021
Oatly debuts at the Super Bowl with a CEO-written jingle
Still from Oatly Super Bowl LV commercial 2021 featuring CEO Toni Petersson singing in a field of oats in southern Sweden
Oatly debuts at Super Bowl LV with a 30-second spot in which CEO Toni Petersson sings his self-written jingle 'Wow, No Cow.'
oatly campaign news ad campaign
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Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand (2014)

Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand

2014
Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand
Source: investors.oatly.com
Oatly’s 2014 rebrand replaced conventional packaging and messaging with bold design and provocative language, turning cartons into advertising and positioning the brand as a challenger to the dairy industry.
oatly branding news new positioning
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Logo Redesign (2014)

Logo Redesign

2014

The new Oatly logo was designed to be intentionally casual, transparent, and approachable. By stacking the name into two rows—"OAT" over "LY"—and integrating a small green plant sprout into the letter "A," the logo visually reinforces the brand's core identity: a 100% plant-based, natural oat drink

oatly
Logo Design (1994)

Logo Design

1994

Oatly was founded in 1994 by food scientist Rickard Öste and his brother Björn Öste. The parent company of Oatly AB is Ceba AB, which was founded together with the cereals company Skånska Lantmännen on 17 February 1994.

oatly foundation

Founded

1994
Food scientist Rickard Öste developed oat milk from research at Lund University and founded the company behind Oatly with his brother Björn in 1994.