Waitrose Launches Fresh Oat Milk In Similar Bottles To Dairy

Waitrose has introduced a fresh oat milk product to its shelves, featuring packaging similar to traditional cow's milk. Produced by Lancashire-based Oato, the Barista-style oat milk is described as creamy and foamable, suitable for use in tea and coffee. Founder Carl Hopwood highlights the importance of consumer accessibility to sustainable milk alternatives and the unique selling point of Oato's fresh, locally sourced products compared to UHT options.

Oat milk has seen a surge in popularity in the UK, with sales doubling from 2019 to 2020, amounting to £149 million spent annually. As more individuals opt for dairy alternatives for ethical, environmental, and health reasons, the market for vegan milk continues to expand. Positioned as a leading brand in the dairy alternative sector, Oato aims to capitalize on its fresh, UK-manufactured products. Joining Marks and Spencer's, Waitrose follows suit by offering oat milk in packaging resembling traditional dairy products.