Oddlygood, a Finnish plant-based brand, is making its UK major multiples oat drink debut with a new Asda listing. The move is supported by a seven-figure investment and led by a new global campaign “An Ode to Oddness” to reignite the plant-based drinks category with fresh thinking.
The new products include two flavoured Barista Oat Drinks and two Dreamy Desserts. In June, its original Barista Oat Drink will roll out to further drive market expansion. The brand, born from the innovation teams at Valio, Finland’s leading dairy brand, and developed by its global team of dairy experts, aims to meet the growing demand for plant-based products that deliver superior tastes, quality, and functionality.
According to Oddlygood, the high protein content (1.2g per 100g) enables excellent foamability, perfect for coffee enthusiasts, and the result of close collaboration with baristas during product development. The brand’s UK products have won Great Taste Awards, emphasizing significant investment into manufacturing methods ensuring product quality and minimal wastage, using 100% oat flour.
Since its launch in 2018, Oddlygood has seen huge success in Europe, being a key player in the plant-based drinks category and growing ahead of the market in Finland. The brand’s global growth of 40% year on year is now driving its UK expansion, aiming to make a mark in a competitive category.
Nina Gillsvik, global CMO at Oddlygood, expresses confidence in the brand’s success in the Nordics translating to the UK market. The brand’s focus on quality and taste sets it apart, aiming to introduce new customers to the category with interesting products and flavors that stand out on their own merit.
The expansion will be supported by a seven-figure marketing investment throughout 2024, focusing on driving awareness and trial. The new global campaign, An Ode to Oddness, celebrates the unique and aims to make odd the new norm. With activations through PR, experiential sampling, OOH, in-store, and influencer partnerships, Oddlygood aims to establish itself as a truly delicious and creative brand.
