Summer season is in full swing and Swedish model Oatly simply opened its first pop-up store to assist individuals beat the summer season warmth. Situated on Prinsengracht 16 in Amsterdam, the Netherlands, Oatly’s whimsical pop-up store serves its oat milk-based comfortable serve from midday till 10pm.
Oatly
On the menu are vanilla, espresso, and matcha vegan soft-serve flavors together with a rotating menu of specialty toppings, together with strawberries, cherries, and stroopwafel, and drizzles reminiscent of salted caramel, combined berry, and chocolate.
Oatly can be partnering with native manufacturers this summer season to kick issues up a notch. The store will maintain a spice week with Spice First and a summer-long spicy problem with crispy chili oil model La Lia.
“To rejoice the introduction of Oatly Comfortable Serve in Europe, we determined to open our first-ever pop-up ice cream retailer on this planet within the coronary heart of Amsterdam this summer season,” Christiaan van Doornik, Normal Supervisor, Oatly Benelux, tells VegNews. “With Oatly Comfortable Serve, we’re setting new requirements within the plant-based ice cream phase by delivering the scrumptious style and creamy texture you’d anticipate in a comfortable serve, however now with no drop of cow’s milk.”
“The pop-up store permits us to place our Comfortable Serve to the take a look at to drive trial in an space with excessive foot visitors and phrase of mouth,” van Doornik says.
Oatly
Not in Amsterdam? Oatly is taking its oat comfortable serve on tour to deliver it to as many individuals as attainable this summer season.
Oatly’s comfortable serve goes on tour
Outdoors of the pop-up, Oatly’s vegan soft-serve truck can even be making daytime and nighttime stops this summer season throughout Sweden, Denmark, and the UK, with appearances at festivals reminiscent of Method Out West, O-Days, and Forwards Competition.
At evening, the truck may be positioned by following a projected neon gentle. What’s extra? Oatly bumps up the candy soft-serve expertise with one thing a little bit extra savory at evening: French fries, which van Doornik says are excellent for dipping.
“Dipping fries in ice cream is the web’s favourite meals hack,” van Doornik says. “With the launch of Oatly Comfortable Serve within the UK, this felt like the proper second to do one thing a little bit totally different this yr at our summer season pageant line-up and faucet into the candy and savory phenomenon that’s comfortable serve and fries.”
Additionally this summer season, Oatly will take over 15 German subway stations with its vegan comfortable serve the place DB lounge guests can get a style between August and September 10.
Whereas Oatly makes quite a lot of vegan merchandise, it selected to concentrate on its comfortable serve this summer season to encourage extra individuals to eat much less dairy with a well-known deal with.
Oatly
“Our soft-serve providing, and accompanying European activations, proceed our core mission: to make it simple for individuals to eat higher and stay more healthy lives with out recklessly taxing the planet’s assets,” van Doornik says.
Oat milk ice cream this summer season
Whereas the soft-serve pop-up tour is underway in Europe, Oatly has some summertime plans for its US followers, too. In Could, the corporate introduced its partnership with Minor League Baseball (MiLB) which brings its vegan ice cream bars in chocolate fudge and vanilla flavors to stadiums throughout North America, sampling occasions, and “Oatfield” activations in any respect 120 MiLB stadiums.
Oatly
This partnership follows Oatly’s 2021 partnership with Main League Baseball ballparks, which put its comfortable serve at concessions at Yankee Stadium (New York Metropolis), Wrigley Discipline (Chicago), and Globe Life Discipline (Arlington, Texas). Later that yr, Oatly’s comfortable serve hit eating places on the West Coast, together with Northern California chain Gott’s Roadside.
Oatly can be in an ongoing partnership with frozen yogurt chain 16 Handles which has beforehand experimented with quite a lot of vegan oat milk flavors reminiscent of Iced Latte, Cinnamon Bun, Chai Tea, and Marshmallow and S’mores. At the moment, 16 Handles places supply Vanilla and Chocolate Banana flavors of Oatly’s world-famous vegan comfortable serve.
Outdoors of its frozen treats, Oatly lately debuted its vegan cream cheese within the US, beginning with a restricted launch this March in Philadelphia, house of legendary Olympic skater Tara Lipinski, its launch accomplice. In June, the oat milk-based cream cheese—which the corporate spent a couple of yr growing—started rolling out in Plain and Chive & Onion flavors at retailers nationwide.
Oatly
Earlier this yr, Oatly additionally unveiled its new packaging that prominently options local weather impression proper on the label. The corporate made the transfer in an effort to catalyze the meals and beverage business to show its carbon footprints to permit shoppers to make sustainable decisions.
And in Could, on the heels of MilkPep’s Wooden Milk marketing campaign with Aubrey Plaza—which mocked plant-based dairy merchandise— Oatly took Huge Dairy to process to disclose its personal carbon footprint by taking out full-page advertisements in The New York Occasions, Los Angeles Occasions, and Washington Publish and purchased two adjoining billboards in Occasions Sq. and Hollywood Blvd.
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Anna Starostinetskaya is the Senior Information Editor at VegNews and is all the time maintaining a tally of all issues vegan in her house metropolis of San Francisco, CA and in every single place else.
