Oatly’s offbeat marketing turned boring alt-milk into a $10-billion business

Oatly’s offbeat marketing turned boring alt-milk into a $10-billion business
Sarah Todd
·6 min read

“Oatly has crossed the line from hip to basic,” Bloomberg food reporter Deena Shanker recently declared on Twitter. Oatly has been around since 1994, when Swedish food scientist Rickard Öste developed the dairy substitute while researching lactose intolerance at Lund University. Petersson led a redesign of Oatly’s packaging and advertising.