Oat-based milk brand Oatly is to be sold in the UK’s chilled dairy aisles for the first time with a launch in Tesco stores.
Oatly Fresh will be rolled out in over 550 Tesco stores across the UK this month.
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Importer Wassen International said the move follows the development of the Oatly ambient range, which has grown in volume terms by 250% over four years.
“Our platform of growth from ambient Oatly puts us in a strong position to be able to offer consumers a chilled choice when they’re looking to purchase healthy options. We’ve found that consumers are increasingly turning to products with compelling health benefits which can be easily incorporated into their weekly cooking repertoire,” said Wassen MD Tim Snook.
Oatly Fresh is manufactured by Framptons in the UK and has a chilled shelf life of up to four weeks.
It will be sold for GBP1.69 (US$2.79) per litre from larger Tesco stores.
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By GlobalData
