Oatly

Oatly is a vegan food brand from Sweden which produces alternatives to dairy products from oats. Oatly was formed in the 1990s using research from Lund University. Oatly has headquarters in Malmö and a production and development center in Landskrona. Ownership: Oatly is owned by Verlinvest, China Resources, Industrifonden, Östersjöstiftelsen, the founders of the company and the employees. Products: Oatly has a range of products including: - -Oat milk -Ice cream -Cold coffee -Yoghurt -Cooking cream -Spread -Custard Swedish dairy industry: The Swedish dairy company Alrla produced a series of adverts to discourage people from buying vegan alternatives to cow's milk and used a fake brand 'Pjölk' which was similar to Oatly. In response Oatly trademarked the fictitious brands Pjölk, Brölk, Sölk, and Trölk and began using them on their packaging. The Swedish dairy lobby LRF Mjölk successfully sued Oatly for using the phrase “Milk, but made for humans” for £100,000, in response Oatly published the text of the lawsuit leading to a 45% increase in Oatly's sales in Sweden. Advertising: In 2018 Oatly spent £700,000 on advertising in the UK on All4 and on billboards in train stations in Brixton, Kings Cross, Oxford Circus, and Shoreditch using the “Milk, but made for humans.” slogan banned in Sweden.