“I had people switch over that are cow’s-milk drinkers, especially people who like creamier milk, like half-and-half in their coffee or something a little more decadent—but it’s not overly rich.”. Boba Guys first put Oatly on the menu at their Mission District shop, and “it blew up right out of the gate,” says Chau. And oats can be grown pretty much anywhere.”, Duke has seen Oatly make converts of cow’s-milk drinkers, in addition to a 50 percent drop in soy-milk consumption. Before going freelance, she was a wine editor at Food & Wine magazine for a decade. And the subtle grassy earthiness of oats coalesce particularly well with green tea, like matcha. Apr. Finally, my fiance went to all Tesco’s in a 40-mile radius between Glasgow and Edinburgh to find some”, to “It was hard to get during Veganuary. Even from the outset, Oatly didn’t have enough product to provide samples to prospective buyers. Oct. 2018 The retail business has been just as brisk, with over 1,000 stores selling it in their fridges. 31. Award-winning “mylk”In the UK, plant-based alternatives have not always been as readily available. How do you milk an oat? On one group, one poster wrote “Let's all agree now we DO NOT recommend Oatly Barista! Messersmith says he’s heard there are others soon to come online next year, too. Although almond milk quickly became king of the plant-based milks, almond trees require an exorbitant amount of water—and there just aren’t that many almonds in almond milk, anyway. The latest in food culture, cooking, and more. Fast forward to today and—aside from being a revolutionary option for those who can’t consume dairy or gluten or nuts—Oatly’s become a go-to for those who simply want an alternative. Boba Guys was looking to swap out soy milk—he found it was too watery for his bubble teas—and Chau’s business partner, Bin Chen, met Oatly’s then GM at a coffee festival and thought it might work. Megan Krigbaum is a Brooklyn-based wine and drinks writer and a contributor to numerous publications. After all, Malmo is the home of their headquarters and their factory is based in Landskrona. It's self centred. Would-be customers have coped with the shortage in a variety of ways. With quirky designs, they have capitalised on the recent surge in demand for plant-based alternatives to dairy milk, a demand that is not limited to Sweden, but is seen all around the world. “It tastes like the fortified cornflake milk.” Beyond the flavor, Oatly isn’t sweet, like soy or rice milk can be. Its first U.S. release, in 2016, was the Barista edition, sold only to cafés. In January 2018 they won Vegan Food UK’s award for “Best Dairy-Free Mylk”. Additionally, the resistance of oats to cold weather is considerable, a fact which seems evident when considering how popular oats are throughout the famously chilly Nordic region. “Oats are certainly a lot more plentiful than almonds in Sweden,” says Mike Messersmith, Oatly’s general manager in the U.S. “They weren’t going to use an ingredient that can only be grown halfway across the world in jungles or Mediterranean climates. Boba Guys was one of Oatly’s first clients, and as soon as it was on the menu at their Mission Street shop in San Francisco, there was no stopping it. Oct. 2018 The expansion will enable us to increase our manufacturing capacity, in order to meet the growing demand for Oatly throughout Europe – and of course the UK.” Hopefully, in the UK, the days of having to drive long distances, fight in the aisles over boxes and order from cynics on eBay for vastly inflated prices will be over. What’s on the Menu for a Thanksgiving in Revolt? While it’s not the billion-dollar industry that almond milk is—not even close at $7.1 million—oat milk has attracted a committed and ever-growing following. Nov. 2018 More than you … Their consumption of land, water and resources is far lower than that of their competitors. Cafés have complained about it on Instagram, with some swapping in Pacific Foods oat milk in a pinch, but for some intangible reason, they just keep coming back to Oatly.

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