We are not a milk company. We are a post-milk company. That distinction matters because it means we are not competing with dairy — we are replacing it.
The stock crashed 90%. I understand the frustration. But the mission has not changed and neither has the demand for plant-based milk.
Oatly existed for 20 years as a boring Swedish health brand before I arrived. All I did was make it interesting. Branding is strategy.
Our packaging says things that would get a normal CEO fired. But being boring is the biggest risk in a crowded market.
We won the baristas first. When your cool local coffee shop uses Oatly, that is more powerful than any Super Bowl ad.
We got sued by the Swedish dairy industry for saying oat milk is better than cow milk. We turned the lawsuit into a marketing campaign. They lost twice.