Company/Organization

Oatly (Shanghai) Beverages Co., Ltd.

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OATLY for the Earth, Leading the Transformation of Green Consumption and Plant-Based Industry

Abstract

OATLY, the oat milk brand that has swept through European and American markets, officially entered China in 2018. At the outset, its core brand philosophy of environmental protection and sustainable development faced challenges in resonating with local consumers. However, leveraging its “Three Ones” strategy—One City (Shanghai), One Market (coffee), and One Product (OATLY Barista oat milk)—the brand successfully penetrated thousands of boutique coffee shops and became a star product. Building on this foundation, OATLY expanded collaborations with coffee and tea beverage brands nationwide. By forging alliances within its category in China, the brand aims to raise consumer awareness, foster sustainable consumption patterns and green lifestyle, and drive the transformation of the plant-based industry.

Keywords

plant-based protein beverage, sustainable consumption, new product category branding, consumption scenario innovation, market education