One of the Nordic’s leading plant-based brands, Oddlygood, is launching a four-strong Barista Oat range into the UK, rolling into Sainsbury’s from 15th March to create new opportunities to recruit shoppers and drive penetration as the plant-based drinks category returns to growth (+0.6%).
Backed by decades of research and development expertise from Valio, Oddlygood enters the UK major multiple as a bold, taste-led plant-based challenger with ambitions to shape the next phase of category growth. The range brings barista-level performance and flavour to everyday usage occasions at accessible price points.
The lineup includes two flavoured options, no added sugar Nutty Vanilla (RRP £2.25), Hazelnut (RRP £2.25), a low-fat Delight variant (RRP £1.95) and its signature original Oat drink (RRP £1.95).
All products in the range are fortified with essential vitamins and minerals, while delivering excellent foamability – perfect for coffee enthusiasts – and are also multifunctional, working just as well in cooking, overnight oats and smoothies. The drinks tap into growing demand for flavoured options, with 63% of Brits starting their morning with a flavoured coffee.
Oddlygood Group’s Plant-based Glass Ceiling Report also found that 66% of low plant-based drink users and 58% of lapsed plant-based drink users are interested in trying different flavoured coffees. This highlights a clear opportunity for flavoured oat drinks to re-engage shoppers and drive penetration in store, helping retailers unlock further growth in the fixture.
Made using high-quality Finnish gluten-free oats, known for their taste and functionality from unique growing conditions. Oddlygood uses 100% of the oat flour to deliver consistent barista-quality performance, including stable micro-foam and reliable texture across hot and iced drinks, while reducing waste.
The launch builds on strong momentum across the wider Oddlygood Group, which has continued to deliver significant global growth, close to 60% YOY. The UK expansion marks a key step in the Group’s mission to become Europe’s leading plant-based challenger – powered by strong innovation, distinctive positioning, and rapid expansion.
Sam Maguire, country manager at Oddlygood Group, said: “Oddlygood is stepping up its UK ambitions with a clear goal: kick-starting the next phase of growth in plant-based drinks by bringing shoppers back into the category. Backed by strong R&D expertise, we’ve created an oat range that delivers barista-level quality and flavour-led innovation at an accessible price. While the category has faced some headwinds, we see a real opportunity to re-engage shoppers and increase penetration – our launch into Sainsbury’s gives us a great platform to help drive that growth.”
The launch represents the next phase of Oddlygood’s UK growth strategy, with a focus on accelerating distribution and building long-term value in the grocery channel.
