OATSIDE’s rapid growth in Asia fuelled by 'comprehensive marketing strategy' and targeted flavour innovation
Founded by CEO Benedict Lim during the pandemic, the oat milk brand has steadily grown across the Asia-Pacific region, and is now sold in 18 countries, including China, Indonesia, Malaysia, Japan, South Korea, Thailand, and the Philippines.
“Our rapid growth in Asia is fuelled by a comprehensive marketing strategy. This includes targeted campaigns, strategic partnerships with like-minded brands such as fashion retailers UNIQLO and Good Addition, and collaborations with Singapore Airlines. At the heart of this strategy lies our commitment to creating memorable and engaging experiences that resonate with consumers around the world.
“We’ve cultivated a vibrant community where we work with content creators who share our passion for healthy lifestyle without compromising on great taste. A prime example is our partnership with South Korean actress Go Min-si, who serves as our brand ambassador in the country. Her natural charm and dedication to a healthy lifestyle perfectly embody the OATSIDE brand,” Cindy Lin, Marketing Director of OATSIDE, told FoodNavigator-Asia.
In addition, the company is “constantly innovating” and exploring new flavour profiles to cater to its diverse consumer base.
In June, OATSIDE expanded its coffee range with two new additions, namely Caramel Macchiato and Mocha, that are exclusively available in Singapore and Indonesia for now.
“We recognise that taste preferences can vary widely across different markets, and this drives us to create products that local consumers can deeply relate to while staying true to our focus on health and quality without compromising on taste. For instance, both new flavours are indulgent and yet maintain low sugar levels within Nutri-Grade B guidelines.
“Aligned with our mission of delivering plant milk for people who don’t care for plant milk, our R&D team is focused on crafting innovative and unique blends that complement our product line. We aim to expand the availability of these new flavours to a wider audience across the region and globally soon, while more details about other exciting additions will be shared in the coming months via our website and social media channels.”
According to Lin, the initial launch of the two new flavours has been a success, with the products selling out over the first weekend.
“Our public sampling events also drew thousands of attendees who came to have bold conversations while experiencing the latest flavours. This positive response indicates a growing consumer demand for delicious and sustainable plant-based choices.”
Oat milk as the default
OATSIDE’s beverage line-up includes an oat milk range, Barista Blend and Chocolate, and a coffee series, Oat Latte, Caramel Macchiato, and Mocha.
“After seeing how much everyone loved our Oat Latte in 2023, we knew we had to keep things exciting for our fans and oat milk lovers. We had a single goal in mind — creating more options that not only delight the taste buds, but also stride towards a future where oat milk is the default companion to your caffeine boost.
“Caramel Macchiato is made with roasted coffee beans that pair immaculately with our signature Barista Blend oat milk, with the combination of molasses and toffee balancing the bitter notes from coffee. On the other hand, Mocha has a very rich, chocolate-forward body for chocolate and coffee lovers to enjoy the best of both worlds,” Lin shared.
Both flavours are said to be made with less sugar and no added gums or emulsifiers, and 100% plant-based and lactose-free with no saturated fats.
Sold in 200ml “pocket packs”, the coffee range is meant to be easily consumed on the go.
It is available at all major retailers in Singapore, including NTUC FairPrice, Cold Storage, Sheng Shiong, and DON DON DONKI, as well as e-commerce platforms like Shopee, RedMart, and pandamart.
