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What is this Oatly hype all about?

What is this Oatly hype all about?

Oatly has invented the oat drink. The company does oats and oats only. While it started off as a niche player, its range now embraces a variety of oat-based diary products: Matcha latte. Lemon elderflower OATgurt. Oat spread basil tomato.

Until today, the brand is independent.

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Oatly’s magic lies in its paradox value proposition. The brand bridges the gap between selfishness and altruism. Consumers can achieve personal health benefits and still contribute good to the environment. Surprisingly, Oatly’s ad campaign doesn’t celebrate this momentum at a...

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