Tag: Coffee

Oatly, the oat milk brand known for its bold marketing and plant-based innovation, has partnered with Nespresso to launch the Oatly Barista Edition Coffee, a limited-edition Vertuo system coffee blend designed specifically to pair with oat milk. 

This collaboration merges Oatly’s expertise in dairy-free beverages with Nespresso’s coffee craftsmanship, creating a product that caters to the growing demand for high-quality, plant-based coffee experiences. For retailers and foodservice buyers, this launch represents both a major trend in the plant-based space and a glimpse into the future of cross-category collaborations that drive consumer engagement. 

A Coffee Blend Crafted for Oat Milk 

Unlike traditional espresso blends, the Oatly Barista Edition coffee has been meticulously designed to enhance the taste and texture of oat milk. The blend features high-quality Arabica beans sourced from Nicaragua and El Salvador, roasted in a way that brings out natural cereal notes, sweetness, and a smooth, low-bitterness profile—all optimized to balance perfectly with the creamy texture of oat milk. 

According to Oatly’s animated and tongue-in-cheek marketing campaign, the concept behind this collaboration was simple: 

A coffee capsule made for oat drink is finally here. It only took, like, forever! 

The result is a double espresso-sized Vertuo capsule that, when paired with Oatly’s Barista Edition oat drink, delivers a well-rounded, indulgent coffee experience—one that taps directly into the growing number of consumers seeking dairy-free alternatives without compromising on flavor. 

Oatly’s Signature Marketing and Global Activation 

Oatly, known for its edgy, unconventional branding, has taken a characteristically playful approach to this launch. The company’s website presents the Nespresso collaboration through animated storytelling, dry humor, and self-aware commentary—a continuation of Oatly’s strategy to engage younger, plant-curious consumers through branding that feels more like entertainment than advertising. 

The Oatly x Nespresso campaign came to life with in-person activations across multiple global cities. Events include: 

• Tasting bars and recipe creation sessions in Copenhagen, Oslo, and Stockholm 

• Live podcasts, breakfast-to-go pop-ups, and fitness-focused run clubs 

• Seattle and New York “Swede-ish Fika” gatherings, blending Scandinavian coffee culture with plant-based innovation 

For retailers and foodservice buyers, these activations are a sign of strong consumer interest and brand investment in plant-based coffee pairings. 

Why This Matters for Buyers 

Oatly remains one of the top-selling oat milk brands globally, and its collaborations have the potential to drive purchasing decisions for both individual consumers and businesses looking to tap into the plant-based coffee trend. 

• Retailers: This launch highlights the opportunity to curate cross-category plant-based pairings—showcasing oat milk alongside coffee products to increase basket size. 

• Foodservice buyers: With oat milk now surpassing soy and almond as the most popular plant-based milk for coffee, offering barista-quality plant-based pairings is essential for coffee shops, cafés, and restaurants catering to flexitarian and dairy-free consumers. 

While this is a limited-time release, the Oatly x Nespresso collaboration signals a larger movement in plant-based beverage innovation. Expect to see more strategic partnerships between plant-based brands and mainstream food and beverage companies, making dairy and meat-free options not just an alternative—but a premium choice.