Oatly, a serious ‘problem’ for the dairy industry? A case study

This case study outlines the steps Oatly has taken so far to achieve its goal of becoming largest ‘dairy and milk’ producer in world. develops, produces markets dairy milk analogues, with an overriding ambition promote structural changes industry. Oatly’s approach relies on state-of-the-art technologies that can create analogues milk-like fluids. The resulting products are marketed under their own brand promoted by provocative innovative communication strategies include storytelling, policy-related activities, social media campaigns more traditional sales concepts. company is constantly developing opening factories enable them expand into foreign markets, whilst applying diverse marketing strategies. Following example, other retailers food companies also expressed interest replacement products, increasing market competition.