Oatly has never shied away from causing controversy – and it has no plans to stop.
The Swedish oat milk brand has spent much of its decade in the public consciousness prodding and poking the established dairy industry, while upending marketing conventions with a series of campaigns practically begging the consumer to ignore them. One ad, for example, on a billboard said: “You actually read this? Total success.”
Perhaps surprisingly, it worked. The company has seen revenues increase year-on-year hitting a new high of $722.2m (£582m) for 2022 with the company floated on the stock exchange in 2021.