Newsletter 44: Turning Oats into a Multi-Million Dollar Movement💸

HEY CONVERSION QUEENS 💸👑

Have you ever wondered how a Swedish innovation turned oat milk into a global lifestyle phenomenon? 

This week, we’re diving into the story of Oatly, a brand that mastered the art of sustainability, transparency, and relatability. From bold campaigns to seamless e-commerce strategies, Oatly offers a wealth of insights on converting curiosity into loyalty. Let’s break it down!

SIS, LET’S CATCH A CASE

OATS TO MILLIONS

Oatly was founded in 1994 by Rickard Öste, a Swedish food scientist who sought to address dietary restrictions and environmental concerns. Inspired by his research on lactose intolerance and sustainable food systems at Lund University, Öste developed oat milk as an alternative to dairy. This innovative product combined nutrition, taste, and sustainability, providing a solution for those seeking a more environmentally friendly and plant-based option. The name “Oatly” reflects the brand’s focus on its core ingredient—oats—and its commitment to natural simplicity.

Oatly’s core audience includes health-conscious consumers, environmental advocates, and individuals with dietary restrictions such as lactose intolerance or dairy allergies. The brand is particularly popular among younger generations who value sustainability and transparency. To engage this audience, Oatly employs a multi-faceted marketing strategy that includes transparent sustainability messaging, distinctive and humorous branding, and strategic partnerships with coffee shops and retail outlets. These efforts not only position Oatly as a lifestyle brand but also create a strong emotional connection with consumers.

In the competitive plant-based milk market, Oatly’s emphasis on aligning with consumer values and standing out through bold, creative marketing has allowed it to thrive. By addressing real customer pain points—such as the environmental impact of dairy and the need for inclusive, plant-based options—Oatly has established itself as a leader in the industry. The brand’s ability to balance sustainability, innovation, and relatability makes it a go-to choice for those embracing plant-based lifestyles.

POSITION YOUR BRAND TO WIN

1. 💸👑 Expand Revenue Through Strategic Diversification. Oatly’s ability to broaden its product line with complementary items like cooking creams and ice cream boosts revenue streams while staying true to its core mission. Businesses can replicate this by diversifying within their niche.

2. 💸👑 Partnerships with Cafés. By placing its Barista Edition oat milk in specialty coffee shops, Oatly drove awareness and encouraged trial purchases, boosting its presence among coffee enthusiasts.

3.💸👑 Product Sampling at Cafés and Events. Offering samples of its Barista Edition oat milk at partnered coffee shops and live events converts curious consumers into loyal buyers.

BRANDS THAT MADE OUR SH/T LIST

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On the eve of March Madness, the biggest annual event in college hoops, men’s grooming brand Duke Cannon has made its first name, image, and likeness deal.

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FRAGRANCE BRAND OURSIDE TURNS TRADEMARK SETBACK INTO A COMMUNITY-BUILDING EFFORT 

When Ourside’s bestselling fragrance Dusk was challenged on trademark grounds last year, founder Keta Burke-Williams turned the setback into a community-building exercise 

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GEN ALPHA BRAND TBH'S FOCUSED, DATA DRIVEN APPROACH TO CONVERTING A TARGET REJECTION INTO A DISTRIBUTION DEAL

Founder Risa Barash’s quarter-century of experience building children’s brand Fairy Tale Hair Care’s distribution at chains such as Meijer, Hy-Vee, Walmart, CVS, Ulta Beauty and Target, where she’s watched insurgent brands come and go

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1. 💸👑 The Galaxy's Dream Business Bundle awards over $23,000 in cash and business services—including $3,000 cash, AI setup, grant writing, legal, marketing, and mentorship—to three winners supporting their entrepreneurial growth.. Apply here!

2. 💸👑​Rémy Martin's This is My City Grant Program offers $20,000 grants and one-on-one mentorship to four emerging creatives—artists, musicians, designers, and entrepreneurs—making a cultural impact in Atlanta, Chicago, Detroit, or New York City. Eligible applicants must be at least 21 years old and lead a for-profit business located in one of these cities. Applications are open from February 19, 2025, to April 11, 2025, with recipients announced around June 2, 2025. ​ Apply here!

3. 💸👑The Start.Pivot.Grow. Microgrant awards $2,500 quarterly to small business owners, offering non-dilutive funding to help grow or stabilize their ventures without giving up equity. Apply here!

INVEST IN YOUR BRAND, SIS

Thanks for reading, Queen.