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How Oat Milk Conquered America

The Swedish company Oatly won over American baristas and launched a massive trend

Zara Stone
Elemental

Photo: Oatly

WWhen Chicago barista Dominic Rodriguez first heard about oat milk, he was skeptical. He had latte-making down to a fine art — at coffee competitions, he sculpts swan-necked turkeys and roses out of foam — and in his experience, plant-based milks didn’t foam correctly. “I’m a milk guy, I don’t need milk alternatives,” he said. But then Intelligentsia, a well-respected coffee shop he frequents, started serving oat milk, and Rodriguez thought there was no way they’d promote it if they didn’t think it was good.

He gave it a shot. It needed less steam than cow’s milk, but more heat, and frothed into a stable textured foam that was easy to pour. He examined his drink. It looked normal. He sipped it — it didn’t taste exactly like cow’s milk, but it was sweet and thick and rich, not watery like most almond milks. He liked it. But would his customers agree? Resoundingly, yes. Now, around 40% of all drinks ordered at his workplace, Metric Coffee, use oat milk; his matcha oat milk latte is a top seller.

It’s fair to say that the market for plant-based beverages has exploded; my local Safeway stocks milk made from peas, bananas, cashews, almonds, rice, quinoa, and oats. Sales of plant-based milks are up more than 61%…

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Responses (31)

What are your thoughts?

Since my first discovery of Oatly, I never looked back. There’s always at least one Oatly packet in my fridge. I’m glad that it’s being adopted elsewhere. It’s become ubiquitous in Sweden and catalyzed the process of switching to plant-based alternatives for many of my peers.

Can’t believe how good oat milk is.. amazing

I was super sceptical of oat milk the first time I had heard of it, but after the first sip I was immediately persuaded. My fear before trying Oat milk was that it would taste watery and bland like most almond milks. Oat was different and it was…