Oatly wants customers to know its products aren’t a nutritional fad, but rather a way to make healthy living easier “without recklessly taxing the planet.”
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00:00Oatly pioneered the oat milk trend to become a $2 billion brand with backers like Oprah Winfrey,
00:06Jay-Z, and former Starbucks CEO Howard Schultz. But after a meteoric rise, the brand has to prove
00:12its drinks are more than just a fad. Founded by a Swedish food chemistry professor and his brother
00:17in 1994, Oatly became a first mover in a market before it even existed. The brand launched at a
00:24time when milk made from oats was unheard of, and its products went unnoticed for years. But
00:29a marketing makeover combined with rising consumer interest around environmentally friendly and
00:34lactose-free alternatives sparked a boom, with revenues nearly doubling every year from 2015
00:40to 2020 according to its CEO. But as dairy milk makes a comeback with a reported shift in younger
00:46generations, Oatly's share price has plummeted, falling 97% in the years following its 2021 IPO.
00:53But according to a recent earnings presentation, the company now expects to have its first full
00:58year of profitable growth in 2025. While CEO Jean-Christophe Latane knows the company has
01:04a long way to go, he told Fortune that this is just the beginning.
01:08All right, thank you guys!