Oatly Amsterdam pop-up celebrates European launch of sustainable plant-based ice cream

By: Trademagazin editor Date: 2023. 08. 16. 09:02

Oatly has opened a pop-up store in Amsterdam, the Netherlands, to celebrate the launch of its soft serve ice cream in Europe. The plant-based dairy solutions company showcases its new flavor options focusing on one key ingredient: Oats.

According to Oatly, plant-based milk sales have increased by 20% across Europe. The Good Food Institute Europe reported sales of plant-based foods were rising in 2022, amounting to €5.7 billion (US$6.28 billion), with plant-based milks leading the category.

“With Oatly Soft Serve, we are setting new standards in the plant-based ice cream segment by delivering the delicious taste and creamy texture you’d expect in a soft serve, but now without a drop of cow’s milk. The pop-up shop allows us to put our Soft Serve to the test to drive trial in an area with high foot traffic and word of mouth,” says Christiaan van Doornik, general manager of Benelux at Oatly.

Oatly has a research and innovation team dedicated to unlocking the “full potential” of oats.

“We have spent several years perfecting this recipe and ensuring it exceeds expectations for taste and texture,” explains van Doornik.

“As a business, we are passionate about making it as easy as possible for people not to default to dairy, which means investing heavily in innovation and product development. As a result, we believe we’ve created a soft serve ice cream that makes it easy to give up dairy.”

Food Ingredients First