But Arla isn’t having all the fun. [7] As of late 2020, the oat milk market became second-largest among plant milks in the United States, following the leader almond milk, but exceeding the sales of soy milk. The Swedish oat milk brand’s popularity has exploded across the United States in recent years, as more and more people look for alternatives to traditional dairy products. Calcium and potassium contents are comparable, although oat milk â as for all plant-based milks â may be fortified with specific nutrients during manufacturing. [1][14] To overcome this, producers use an enzymatic hydrolysis of starch by alpha- and beta-amylase, producing maltodextrins which gelatinize at higher, more suitable temperatures. Get InsideHook in your inbox. It’s made by soaking and blending steel-cut or rolled oats with water and then straining them through cheesecloth to separate … Swedish Oat Fiber AB Båtafjordsvägen 12 432 63 BUA SWEDEN. … At least one valid email address is required. Faced with the growing popularity of alternative milks like Oatly, a popular brand of oat milk originating in Sweden, the Swedish dairy conglomerate Arla is waging war against its plant-based competition. ", "Almonds are out. [3][7][11], From 2019 to 2020 in the United States, oat milk sales increased 303% to US$213 million, with refrigerated oat milk having nearly ten times the sales of shelf-stable oat milk. [3][5][10][19][27] It has growing applications in coffee preparation at major coffee shops. [2] The increase in consumption of soy milk since its global distribution created a large market for plant-based, non-dairy milks like oat milk. [10] Like other non-dairy milks, oat milk may be used as a substitute for dairy milks when cooking or baking.[19]. [8] Consumer analysis of the growth in oat milk consumption indicates its market growth derives from the dairy-like taste, health perception, and environmental sustainability, which contrasts with the high water demand of growing almonds. [7] During 2020, oat milk sales in the United States increased to $213 million, becoming the second most consumed plant milk after almond milk ($1.5 billion in 2020 sales). [2], Once the liquid product is separated, adding other ingredients, such as fortifying vitamins and minerals, or sweeteners, flavorings, salts, oils, and similar ingredients, forms the final product. We turn liquid oats into food and drinks with maximum nutritional value and minimal environmental impact. A Swedish dairy conglomerate wants to lure people away from the siren song of plant-based milk alternatives. Swedish alt-milk brand Oatly seeks $10bn US stock market listing Read more After the upheaval of the pandemic some business leaders think 2021 could be a watershed moment for plant … In the United States, Oatly ships the treated oat base liquid to a. [7], Soaking and subsequently extracting nutrients from the oats have the most direct implications on the final milk product. “That an oat milk company shows up possessing no fear at all and all too eager to witness your demise must be dreadful. Sign up for InsideHook to get our best content delivered to your inbox every weekday. Back 30 or so years ago there was no Oatly, just some researchers at a famous university in a country mistakenly known for polar bears roaming the streets, nerding out on ways to turn oats into milk and creating a production process to keep the beta-glucans (big, scientific word for soluble fiber) intact so that we could go crazy making all kinds of oatmilks and oatcreams and oat … Oatly recycled an ad that first ran in Sweden in 2014, and was promptly banned there, for its Super Bowl debut. I don’t feel sorry for them at all.”. [9][11][12] Oat milk foams and mixes in other beverages, like coffee, in ways similar to dairy milk. [5][7] The slurry is treated with enzymes and heat to create a thick liquid oat base. Oat milk is a popular dairy-free, vegan-friendly milk substitute. Contact us. Their brand of choice is Oatly, a 25-year-old food-and-beverage company founded in Malmo, Sweden, … It's free. Soy milkpredates all other alternative milks, including oat milk, both as a cultural and commercial product. [11], In comparison to cow's milk, oat milk is similar in total calories per liquid volume (per cup serving, 120 vs 149 calories for cow's milk), has half the protein content, somewhat less total fat, but only about 10% of the saturated fat content, and about 1.5 times the total carbohydrate (although simple sugars are half that of cow's milk). As of 2019, Oatly obtained oats exclusively from Canada to supply its factory in New Jersey. Since the early 20th century, soy milk made its way from Asia to European and American grocery stores, initially as a dairy substitute due to lactose intolerance. Oatly, for its part, isn’t losing any sleep over the matter. According to recent data released from Nielsen, plant-based milk products make up about 9.3 percent of all milk sales in the U.S. The fresh drink produced partly in Schwerin, Germany, means longer transport times. [16] Growth in the oat milk market is partly attributed to its relatively low environmental impact, low land and water needs, and rising vegan dietary practices in developed countries. [2], Because oat milk is produced by the disintegration of plant materials, the resulting particle sizes are not as uniform as bovine milk. [8], Oat milk desserts, such as ice cream, yogurts, and coffee creamers, were common in 2019,[7] with expanded uses in coffee shops, such as Starbucks,[3][10] and growth into new markets, such as China. Oat milk -- if you can even call it "milk," usage the Swedish government has banned for non-dairy drinks -- is made using a process not unsimilar to other non-dairy "milks." [3] [4] [5] Oatly has headquarters in … Of course, Sweden isn’t the only place where the popularity of plant-based milks is on the rise. The increase in consumption of soy milk since its global distribution created a large market for plant-based, non-dairy milks like oat milk. Oat milk is a plant milk derived from whole oat (Avena spp.) Oat milk is used as a … [1][14], Fortifying oat milk with essential nutrients may include vitamin D, vitamin A, vitamin B12, riboflavin, calcium, and protein. [18] This variation in particle size is due to the vastly different lipid and protein molecules. [9], The production of oat milk is similar to that of most other plant milks. [2] Homogenization and heat-treatments such as pasteurization or ultra-high temperature (UHT) treatments are used to extend the product's shelf life. grains[1] by extracting the plant material with water. [5][13] Oat milk can be found under brand names Oatly (Sweden), Pureharvest (Australia), Alpro (UK), Bioavena (Italy), Simpli (Finland), Vitasoy (Hong Kong), and Pacific (USA), among others. Oatly has mounted similarly satirical counterattacks, launching a “flush the milk” campaign modeled after a Swedish public service campaign encouraging alcoholic Swedes to “flush the brandy,” and even going as far as to trademark the nonsense words — “pjölk, brölk, sölk, and trölk” — the Arla ads use to mock Oatly and print them on their products. By Kayla Kibbe @Kay_Kibbe. It has a glycemic index of 69. As it … [24], Oat milk is used as a substitute for dairy milk in custom coffee preparation[3][7][10] and in fermented dairy products, such as yogurt and kefir. [7] In 2019, retail sales of oat milk in the United States were $29 million, up from $4.4 million in 2017. [2] Decreasing particle size, improving particle solubility, and using hydrocolloids and emulsifiers are common ways to improve product quality via homogenization. Then the grains are stirred in warm water and ground into a slurry. “It must be terrible to wake up one day and realize consumers see through your propaganda and that your products are totally out of sync with what the planet needs to ensure its future,” Oatly creative director John Schoolcraft told Goldberg. Like Hagald herself, the ads make thinly veiled references to Oatly, obviously parodying the plant-based milk alternative. [8][9], By 2020, oat milk products included coffee creamer, yogurt, ice cream, and chocolate. [2] Separating the liquid from the solid byproduct is a simple step achieved through decanting, filtration, and spinning in a centrifuge. Increasing the yield in this step may be assisted by chemical catalysts, enzymes, or an increase in temperature, all in order to remove nutrient molecules from the solid byproduct and incorporate them into the liquid. Cow's milk has no fiber, but oat milk has 2 g dietary fiber per serving. We turn liquid oats into food and drinks with maximum nutritional value and minimal environmental impact. Commercial … Oat Milk Discovery. Cookies go nicely with oat drinks. [3][7][10][11] Compared to dairy milk and other plant-based milks, the oat milk manufacturing process produces small amounts of carbon dioxide and no methane (low greenhouse gas emissions), and requires relatively low use of water and land. Dairy is a disaster. Subscribe here for our free daily newsletter. Now it's eyeing China", "Processing of oats and the impact of processing operations on nutrition and health benefits", "Is oat milk healthy? It’s free. [2][18], Another problem posed by the natural composition of oats is their high starch content. [5][11] Compared to dairy milk and other vegan milk products, oat milk has relatively low environmental impact due to its comparatively low land and water needs for production. Apparently, the country takes its milk seriously, with some criticizing Oatly’s anti-milk ads for crossing the line. He was working as a food scientist at that time at Lund University in Sweden. Other brands, like Califia, Planet Oat, Chobani and Danone followed … [1] The first example of an oat-based plant beverage was in the early 1990s, when Rickard Ãste developed oat milk. [3], In 2018, there were numerous oat milk shortages from unprecedented demand in Europe and North America, highlighting the strong consumer demand for this product. [2] Chemical catalysts increase the pH of the mixture, enzymatic catalysts induce partial hydrolysis of proteins and polysaccharides, and higher temperatures increase reaction rates. Unlike other plant milks having origins as early as the 13th century,[4] oat milk was developed in the 1990s by the Swedish scientist Rickard Ãste. [2] Oat milk has a creamy texture and oatmeal-like flavor,[3] and is manufactured in various flavors, such as sweetened, unsweetened, vanilla or chocolate. Phone: +46 340 66 12 30 Email: sweden.sweoat(at)givaudan.com [5][6] Ãste was working as a food scientist at Lund University in Lund, Sweden, researching lactose intolerance and sustainable food systems, when he invented the drink. [7][17][a], The procedure starts by measuring and milling the oat grains to break apart their outer hull. Oatly, the plant-based milk company started in Sweden, is planning a stock exchange listing in the United States. Faced with the growing popularity of alternative milks like Oatly, a popular brand of oat milk originating … The “Push-Pull Routine” Is My New Favorite Lifting Hack, Mackenzie Bezos’ New Husband Is Living My Worst Gold-Digging Nightmare, Lab-Grown Breast Milk Could Be Coming in the Near Future, With Bombshell Oprah Interview, Prince Harry Refuses to Let History Repeat Itself, 5 Japanese Appliances You Need to Add to Your Kitchen, A New Book Reveals James Bond’s Vietnam War-Era Origin Story, How to Build a Stronger Upper Body Using Only a Jump Rope, Gay Talese’s 40-Year-Old Treatise on Sex in America Is Still Just as Scandalous as Ever, What It Means to Be “Down Bad,” And Why It’s Not a Totally Terrible Thing, These Directors Proved That Semi-Autobiographical Movies Don’t Always Suck, Our Favorite Travel Mugs From Contigo Are Up to 44% Off, This Refurbished Dyson Air Purifier Fan Is $100 Off, Save 30% on Tumi Suitcases, Garment Bags, Backpacks and More, Faherty's Organic Cotton Joggers Are $60 Off at Huckberry, The Friends and Family Discount Takes 50% Off Sale Items at Reebok. On the other hand, this oat milk from Chobani really leans into the nutty, creamy, and rich flavor that oat milk can have. "History of soymilk and other non-dairy milks (1226 to 2013): Extensively annotated bibliography and sourcebook", "How oat milk could change the way you drink coffee", "Oatly's path to altâmilk world domination starts in New Jersey", "Oatmilk edges past soymilk for #2 slot in US plant-based milk retail market", "Oat milk surges to second most popular in plant-based dairy", "Food trends for 2020: It's going to be oat milk's biggest year yet", "Which vegan milks are best for the planet? Oat milk is a plant based product made from whole oat grain, as oat contain high amount of functional protein, fatty acids and dietary fiber which are essential to maintain good health. So why has Sweden gone to war over it? And awesome. Rickard Oste, a researcher at Lund University in Sweden, began producing his own oat milk in the '90s, while researching ways to produce milk alternatives for those with a lactose intolerance … [2][b] Since unfortified oat milk is lower in calcium, iron, and vitamin A than dairy milk, these nutrients must be added in order for the end product to be a nutritional substitute of dairy milk. Commonly added to plant milks, which do not naturally contain significant levels of the nutrient. [11][12], Soy milk predates all other alternative milks, including oat milk, both as a cultural and commercial product. The latest manifestation of this growing unrest, as Jacob Goldberg reported for the Outline, comes in the form of a pro-dairy milk add campaign splashing slogans like “Milk is milk!” and “Only milk tastes like milk” across obviously anti-Oatly TV ads. [5][6] Over 2017â2019, oat milk sales in the United States increased 10 fold,[3] and one major manufacturer, Oatly, reported a three-fold increase in worldwide sales. In case you missed it, Sweden is in the midst of a milk war. “People got offended, like, they thought you should not attack the milk-drinking people of Sweden,” Isa Ellman, a graphic designer who published a thesis on the so-called Milk War earlier this year, told Goldberg. And awesome. It’s us, Oatly, the original oatmilk company from Sweden. Oat milk has recently gained in popularity, especially among coffee drinkers, despite its invention over 20 years ago. News, advice and insights for the most interesting man in the room. So what milk should we drink? ", "Why oat milk is the new 'it' milk alternative (sorry, soy and almond)", "Plant-based milk alternatives an emerging segment of functional beverages: A review", "Non-dairy surge leads to oat milk shortage in UK", "This Swedish company made oat milk cool in the US. Baristas are bullish on its creamy-yet-neutral taste, its foamability and its ecological cred. It’s us, Oatly, the original Swedish oat drink company. [7][9][10] Oat milk may be consumed to replace dairy milk in vegan diets, or in cases of medical conditions where dairy is incompatible, such as lactose intolerance or an allergy to cow milk. Home cooks like Drake and Zienda's grandmother have made it for decades, as have brands like Pacific Foods and even Oatly, which launched in the U.S. in 2016, has been around for … Oat milk is now the fourth nondairy milk alternative available at Starbucks, alongside soy milk, coconut milk and almond milk. He was … “Milk has been a natural part of Swedes’ diet and culture for over a century — it’s in the Swedes’ souls,” Rosanna Hagald of the Stockholm-based ad agency behind Arla’s “Milk is milk” campaign, told Goldberg. Vitamin A fortification is only required for skimmed milk in the US. [14] In 2018, global sales of plant milks, including oat milk, were US$1.6 billion, with a forecast of $41 billion by 2025. Added to all three plant milks presented in this table. The starch content (50â60%) is challenging during UHT treatments because of starch's relatively low gelatinization temperature. The Swedish brand Oatly was the first oat milk to enter the U.S. market back in 2016 and has seen huge growth ever since. [1] [2] Oatly was formed in the 1990s using research from Lund University . [11] Oat milk production requires 15 times less water than dairy milk and 8 times less than almond milk. Oatly is a food brand from Sweden that produces alternatives to dairy products from oats. In case you missed it, Sweden is in the midst of a milk war. “For the last couple of years, a lot of new competitors have entered the market and tried to convince people to choose other beverages over milk.”. The ads, released by the Swedish dairy conglomerate Arla, are the latest escalation in the vicious, so-called Milk War that has been raging over the last five years between Sweden’s powerful dairy industry and the virally popular Swedish oat milk … [19] See the article Plant milk for details. [19], Since around 2015, interest for plant-based foods, in combination with concerns for animal welfare and low environmental impact, propelled consumption of oat milk. [2] Unprocessed cereal grains, like oats, are indigestible due to their hard, outer hull; processing is also necessary to change the dry grains into a liquid. The fresh oat drink is produced mainly for consumers in Sweden, while the aseptic drink is also exported to Finland, … Vitamin D fortification for dairy milk is mandatory in the US. [4] Since the early 20th century, soy milk made its way from Asia to European and American grocery stores, initially as a dairy substitute due to lactose intolerance. In the early 1990s, Rickard Oste developed an oat milk base plant beverage. While you're busy watching your barista craft squiggly latte art designs with watery almond milk or so -five-years-ago soy milk, Stockholm locals are sipping on drinks topped off with oat … In addition to soy, oat and almond milk, new varieties, such as hemp milk, coconut milk, rice milk, quinoa milk and hazelnut milk … How Did Recruiting NCAA Athletes Change in the Year of COVID-19. [5][6] Soon after, Ãste founded Oatly, the first commercial manufacturer of oat milk. [10][25][26] Baristas claim that oat milk needs less steam than cow milk, froths favorably, is tasteful, rich, and creamy like cow milk, and effectively balances the acidity of espresso coffee. Less than a month after making a splash with its very first Super Bowl commercial appearance, Sweden-based Oatly, known for its non-dairy “milk” products, is making inroads to go … [5], The pioneer in commercial oat milk, Oatly, had its products in 7,000 coffee shops and grocery stores, as of 2019,[7] but was not the only prominent oat milk producer. [3][15] To meet the American demand, Oatly opened a new factory in New Jersey in April 2019, producing 750,000 US gallons (2,800,000 l; 620,000 imp gal) per month of oat milk base, and announced plans for a Utah-based factory three-times larger to open in early 2020. The first example of an oat-based plant beverage was in the early 1990s, when Rickard Öste developed oat milk. Copyright © 2021 InsideHook. All rights reserved. Oat milk was first invented by Swedish scientist Rickard Oste, the founder of the popular oat milk … Here's what you need to know, according to a nutritionist", "Milk, whole, 3.25% milkfat, with added vitamin D (FDC #171265)", "Soymilk (all flavors), unsweetened, with added calcium, vitamins A and D (FDC #175215)", "Beverages, almond milk, unsweetened, shelf stable (FDC #174832)", "Plant-based milk alternatives disrupt dairy", https://en.wikipedia.org/w/index.php?title=Oat_milk&oldid=1011396356, Articles with incomplete citations from March 2020, Creative Commons Attribution-ShareAlike License, This page was last edited on 10 March 2021, at 17:35.