Pioneering Finnish plant-based brand, Oddlygood, is launching a limited-edition Caramel Waffle Oat Barista Drink to tap growing appetite for flavoured at-home coffee this autumn.
Inspired by cult-favourite bakery flavours, the drink launches exclusively in Sainsbury’s on 11 October.
Combining aromas of warm caramel waffles with frothable oat drink, the new product aims to evoke the experience of a bakery in a cup.
The launch comes as flavoured plant-based drinks outperform the wider category, with the segment growing 11% year-on-year, ahead of unflavoured plant-based drinks, and now worth £19m.
Flavour also presents an opportunity to recruit new and lapsed shoppers into the category. Oddlygood Group’s Plant-Based Glass Ceiling report found 66% of low users and 58% of lapsed users were interested in different flavoured coffees. Meanwhile, 63% of Brits enjoy a flavoured coffee to kickstart their morning and almost a third (32%) say they’re treating themselves to more small indulgences at home this year.
Crafted in partnership with professional baristas and coffee experts, the Caramel Waffle Oat Barista Drink combines a seasonal, dessert-inspired flavour with the performance expected from a barista drink. It has been created to froth, steam and blend smoothly with coffee, adding gentle sweetness without overpowering the coffee itself.
The 500ml format – half the standard 1l size – is also designed to lower the barrier to trial. Oddlygood Group’s Plant-Based Glass Ceiling report found nearly a fifth of shoppers who don’t buy into the category were reluctant to splash out on a whole bottle before trying the product.
“As consumers become more adventurous with their at-home coffee choices, flavour presents a real opportunity to bring excitement to the plant-based category and encourage more shoppers in,” says Sam Maguire, UK country manager at Oddlygood Group.
“Our Caramel Waffle Oat Barista Drink taps into that appetite for something new, combining an indulgent, seasonal flavour with the frothability consumers expect from a barista drink. We believe it will give existing plant-based shoppers another reason to buy, while helping tempt new consumers into the category.”
The drink is fortified with vitamins and calcium, and made with gluten-free Finnish oats. Oddlygood uses 100% of the oat flour in its drinks, helping to minimise waste while creating the brand’s signature creamy, foamy texture.
Oddlygood Caramel Waffle Oat Barista Drink 500ml RRP £1.45
A limited-edition barista oat drink with warm caramel and buttery pastry notes that’s suitable for iced or hot coffee. It froths and steams easily and is made with gluten-free Finnish oats, with added vitamins and calcium.
