Oddlygood, a spinoff of Valio, a renowned Finnish food company, this week rolls its Barista Oat Drinks — already a best-selling range in Europe –as well as two varieties of its Dreamy Desserts, into Asda in the UK.
The products are all free of gluten and palm oil and the milks offer “amazing foamability”, thanks to having one of the highest protein contents in the segment, according to the brand, of around 1.2g/100g.
The Barista drinks launch into Asda in Salted Caramel and Vanilla, marking their UK debut, and the desserts launch in the varieties Dreamy Lemon Dessert and Dreamy Berries Dessert. Oddlygood’s original Barista Oat Drink will also be available in Asda stores from June. The launch comes as part of the brand’s “rapid expansion plans” as announced last June when the Oddlygood Dreamy oat desserts arrived in Morrisons stores.
Cross-European success
Oddlygood raised €25M in an initial finance round at the end of 2021, stating its ambition to become a leader in plant-based products. The brand is particularly successful in Scandinavia where it holds the second-largest market share in oat-based beverages in Sweden, and is also present in the US.
“The response across Europe has been amazing”
In October of last year, Oddlygood announced the strategic acquisition of Nordic brand Planti, thus positioning itself at the forefront of two prominent dairy alternative categories: spoonable snacks in Sweden and cooking products in Finland.
Oddlygood says it is on a mission to raise the standard of plant-based products and provide tastier options for the 40% of Brits who want to enjoy more plant-based food and drink. [1] Three of Oddlygood’s new UK launches have won Great Taste Awards – including its Barista Oat Drink, Vanilla Flavour Barista Oat Drink, and Dreamy Berry Dessert. Furthermore, last month, the Barista Vanilla Flavour Oat Drink received the UK’s Product of the Year award, and was the only fully plant-based brand on the 2024 winners list.
Nina Gillsvik, Global CMO at Oddlygood says, “We use over 100 years of food and drink expertise to create our tasty products. This focus on quality and taste is what really sets us apart. We can’t wait for the UK to experience our Barista Oat Drinks. The response across Europe has been amazing.”
[1]Straits Research 2023
