Oatly pivots to fiber drinks in plant-based turnaround push

· Agriculture & Food · Sweden

Oatly is betting on fiber drinks as part of a turnaround effort, positioning itself as a functional beverage company rather than just a maker of milk alternatives. Food Dive reports the company wants to be "among the leaders in reducing the fiber gap." Oatly is a Swedish oat-milk producer that became a prominent name in the plant-based dairy category, a segment that has seen demand cool after rapid growth. The shift toward functional drinks with added fiber reflects an attempt to reach consumers who buy beverages for health benefits rather than solely as dairy substitutes. The report gave no financial targets or launch details.

Why it matters：Oatly's repositioning tests whether plant-based brands can revive growth by moving from dairy substitution into functional nutrition, a path other plant-based players may follow as the category matures.

Key points

  • Oatly wants to position itself as a functional beverage rather than only a milk alternative.
  • The company aims to be among leaders in reducing the fiber gap.
  • No financial targets or product launch timelines were disclosed.

Sources (original reporting)

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