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Pop business for the intelligent reader. A publication from Medium.

Oatly

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Gastro-nomics

With a Super Bowl ad, a massive Starbucks deal, and a public offering on the way, Oatly is suddenly everywhere. Just don’t call it milk.

Two cartons of Oatly milk and a cup of cappuccino floating above a pedestal with the letter “G” engraved.
Two cartons of Oatly milk and a cup of cappuccino floating above a pedestal with the letter “G” engraved.
Photo Illustration: Save As/Medium; Source: Getty Images, Oatly


Off Brand

The oat milk brand played meta-level advertising jujitsu

Oatly CEO Toni Petersson playing the keyboard in the middle of a field with a cup and carton of Oatly oat milk to his side.
Oatly CEO Toni Petersson playing the keyboard in the middle of a field with a cup and carton of Oatly oat milk to his side.
Photo: Oatly


Number of the Day

Since the pandemic started, everyone’s been hoarding all the oat milk

Number of the Day: 270% Increase in U.S. Oat Milk Sales
Number of the Day: 270% Increase in U.S. Oat Milk Sales

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