Oatly Strengthens Irish Presence With Dedicated Local Team

At the helm of this expansion is Dónal Comerford, country manager for Oatly Ireland and an FMCG leader with a proven track record in brand-building and market development, Checkout reports.

Comerford, who brings extensive experience from roles at companies such as Diageo and Richmond Marketing, is now spearheading Oatly’s direct presence in the country.

The formation of a local team underscore’s the company’s belief in the Irish market, and the team will work on brand-building and expanding product availability, ensuring that Oatly’s taste and adaptability reach more independent coffee shops, workplaces and retailers across the country.

There has also been a recent shift in consumer habits that, in part, have prompted the expansion.

A recent blind taste test – conducted by an independent institute on behalf of Oatly – found that 58% of participants preferred Oatly to cow’s milk in their coffee, often without realising it.

Furthermore, research from Bounce Insights found that seven in ten Irish consumers who opt for plant-based alternatives in Irish cafes choose oat milk.

Oatly’s research also found that young people are leading the way, with 91% of 18- to 25-year-olds surveyed saying that they know someone who buys plant-based alternatives, and two thirds saying that they think that drinking plant-based alternative milks in coffee will become as ‘normal’ as drinking dairy milk.

‘Natural And Exciting’

Speaking about the development, Comerford said, “Establishing our own dedicated team in Ireland is a natural and exciting evolution for Oatly.

“After a three-year partnership with Richmond Marketing, which saw Oatly sales surge by over 50%, it felt like the right time to make this move.”

On the Dublin group, Comerford said, “Our team of seven have a background in FMCG, tech and coffee, and are focused on partnering with coffee shops and retailers to create amazing taste experiences for their customers and partners.

“We’ve invested in a full end-to-end business here, with logistics facilities near Dublin and an office in Portobello.”

Comerford noted the rising interest in plant-based milks, saying, “We were stunned with the results of the blind taste test, especially as it was one of the highest results from tests done all over the world.”

He added that the rise of plant-based options is “a real trend, not a fad,” and that options like oat milk are increasingly being viewed as mainstream.

Comerford concluded, “Our mission is to make it easy for people to eat better and live healthier lives without recklessly taxing the planet’s resources, and the more brands that support that journey, the better.”