Oatly: the Insurgent Brand on Everyone's Lips. The 5 levers the UK team pulled to drive the business's #transformationalgrowth

08/19/20 • 44 min

Brand Growth Heroes

The case study in Category transformation that is on everyone’s lips right now is Oatly.

But did you know that Oatly has been around for 30 years in the Dairy Alternatives Category?

It’s only really in the past 5 years that something has changed massively, at least in the UK market.

In 2016, Oatly’s UK revenue was around £6M, but this year they are looking at hitting around £75M!

If you want to know how they did this, then you’re in luck! We spoke to Ishen Paran, UK Country Manager who told us about the 5 levers that he and the Oatly UK team have pulled to drive this incredible growth...

#oatmilk #oatly #transformationalgrowth #brandgrowthheroes #plantbased

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The case study in Category transformation that is on everyone’s lips right now is Oatly.

But did you know that Oatly has been around for 30 years in the Dairy Alternatives Category?

It’s only really in the past 5 years that something has changed massively, at least in the UK market.

In 2016, Oatly’s UK revenue was around £6M, but this year they are looking at hitting around £75M!

#oatmilk #oatly #transformationalgrowth #brandgrowthheroes #plantbased

If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify

& SHARE it on your social media

Previous Episode

How should your Approach to Marketing Investment Change as you become a Grown-up Brand?

Mark Mulhern is a Brand Performance Coach with a spectacular CV in brand advertising and through-the-line Marketing investment. He’s worked agency-side for the past 20+ years managing advertising accounts worth £100M of pounds and dollars, for clients such as Mars, Unilever, McDonalds, Amazon, Virgin and Sainsbury’s.

If you’ve listened to the first few episodes of Series 1 of Brand Growth Heroes, you’ll know that one of the New 4Ps of Transformational Growth is PROCESS – how insurgent brands define and attack challenges differently to incumbent or less successful brands.

One of these challenges is managing the transition of how you approach your MARKETING INVESTMENT as a start-up, vs. how you think about it and deliver it as an emerging brand with a serious growth trajectory.

If you’ve been pootering along nicely with sampling and social media, but recognise that the time has come to get your head around what a more strategic approach looks like, then this episode is for you.

If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify

& SHARE it on your social media

Next Episode

The Carbonated Soft Drinks Revolution: Real Fruit Sodas and Dalston's Soda Co. Interview with Dan Broughton Co-Founder & CEO

Across the Western world, the Carbonated Soft Drinks category is experiencing real transformation... thanks to the sugar backlash, the resulting sugar tax and the fight against plastic.

I recently heard that the majority of fizzy soft drinks sold in the supermarkets now contain no or low amounts of added sugar, which really surprised me. For a category that has been built on the white stuff for over 100 years, that’s a pretty big change.

It goes without saying that it has been a difficult few years for some of the big global soft drink brands, but the other side of that coin is that there are plenty of exciting emerging brands taking advantage of the move towards Healthier and Natural. They and creating new category sub segments some real #transformational growth. Think real fruit sodas, no added sugar seltzers, and even the more niche Kombuchas, kefir waters, sparkling coconut waters....

If you live in the UK, you probably recognise the very cool British soft drinks brand Dalston’s soda, whose mission is to put real ingredients back at the heart of soft drinks.

I think their range of highly distinctive, brightly coloured metallic cans with the big standout D for Dalstons on the front is a future brand icon – just the right mix of cool yet accessible to the mass market. Together with great drinks made with real fruit, low sugar, local ingredients and even distilled botanicals for serious amount of great flavour, Dalston’s is one to watch.

Dan Broughton, CEO Dalstons

I spoke to Dan Broughton, CEO and Co-Founder to find out how he and his team is setting the brand up for success.

If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify

& SHARE it on your social media