Oatly: the elderly start-up
So far, the IPO of Oatly is a success, but with competition from the likes of Unilever and Nestle, can Oatly remain competitive and will Oatly shares continue to perform well? The answer to that depends on taste, branding and, or so it would appear, authenticity.
Before writing this article, I decided to experiment. I went out and bought three brands of oat mild, and I tasted all three. Were they any good? Actually, I liked them all; maybe I could grow to like them more than cow’s milk. (They are pricey alternatives, mind you.) But I see one snag, there were three brands, and I really couldn’t say which one I liked best. This tells me something. It tells me that Unilever*, Nestle and Danone are all also eminently capable of creating drinks that taste just as good. How can Oatly compete? Start-up.....of 25 years…