It’s hard for little companies to take on huge competitors – especially an industry like Big Milk, which has a longstanding grip on consumers’ diets and lifestyles.
It takes attitude to consider yourself a revolutionary force rather than just a carton of milk. It takes courage and vision to create a whole new food category.
Oatly is one of those companies: It’s a pioneer, but it has struggled with growth and competition recently.
Oatly’s story will make you think about what food you put in your body, how the milk industry markets its wares, and whether Oatly can live up to its promises.
This column does not necessarily reflect the opinion of the editorial board or Bloomberg LP and its owners.
To contact the author of this story:
Timothy L. O’Brien at tobrien46@bloomberg.net
To contact the editor responsible for this story:
Anna Mazarakis at amazarakis1@bloomberg.net
