Summer time is in full swing and Swedish model Oatly has simply opened its first pop-up store to assist individuals beat the summer time warmth. Situated at Prinsengracht 16 in Amsterdam, the Netherlands, Oatly’s eccentric pop-up store presents oat milk-based tender serve from midday till 10 p.m.
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On the menu are vanilla, espresso, and matcha vegan tender serve flavors with a rotating record of specialty add-ons, together with strawberry, cherry, stroboavel, and drizzles like salted caramel, blended berries, and chocolate.
Oatly additionally partnered with native manufacturers this summer time to make issues even higher. The shop shall be holding a Week of Spices with its Spice First and a Summer time Lengthy Scorching Problem with La Lia’s Crispy Chili Oil.
“To have a good time the introduction of Oatly Tender Serve in Europe, we determined to open the world’s first ever pop-up ice cream store within the coronary heart of Amsterdam this summer time,” Christian van Dornik, common supervisor of Oatly Benelux, advised VegNews. . “With Oatly Tender Serve, we’re setting new requirements within the vegan ice cream phase by providing the scrumptious style and creamy texture you’d anticipate in a snack, however now with no drop of cow’s milk.”
“The pop-up store permits us to check our Tender Serve for a check drive in an space with excessive foot site visitors and phrase of mouth,” says Van Dornik.
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Are you out of Amsterdam? Oatly is taking its tender serve oatmeal on a spin to deliver it to as many individuals as potential this summer time.
Oatly tender serve goes for a spin
Exterior the pop-up, Oatly’s veggie mild truck shall be stopping day and evening this summer time throughout Sweden, Denmark, and the UK, with appearances at festivals like Means Out West, O-Days, and the Ahead Competition. .
At evening, the truck could be situated by following the projected neon mild. What then? Oatly elevates the candy snack-service expertise with one thing slightly extra savory for the evening: French fries, which Van Dornik says are excellent for dipping.
“Dipping french fries in ice cream is the web’s favourite meals trick,” says Van Dornik. “With the launch of Oatly Tender Serve within the UK, this appeared the proper second to do one thing slightly completely different this yr in our summer time competition menu and capitalize on the candy and savory phenomenon of sentimental serve and fries.”
Additionally this summer time, Oatly shall be taking on 15 German underground stations with its vegan tender serve the place DB lounge guests can benefit from the deal with between August and September tenth.
Whereas Oatly makes quite a lot of plant-based merchandise, it selected to concentrate on its tender serve this summer time to encourage extra individuals to eat much less dairy with a well-recognized deal with.
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“Our mild present, and its accompanying European actions, proceed our core mission: to make it simpler for individuals to eat higher and stay more healthy lives with out recklessly taxing the planet’s assets,” says Van Dornik.
Oat milk ice cream this summer time
Whereas the light-duty pop-up tour is underway in Europe, Oatly has some summer time plans for its followers within the US, too. In Might, the corporate introduced its partnership with Minor League Baseball (MiLB) bringing vegan ice cream bars in chocolate fudge and vanilla flavors to stadiums throughout North America, sampling, and activating “Oatfield” in any respect 120 MiLB stadiums.
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The partnership follows Utley’s 2021 partnership with Main League Baseball, which has served its softball franchises at Yankee Stadium (New York Metropolis), Wrigley Area (Chicago), and Globe Life Area (Arlington, Texas). Later that yr, Oatly’s tender serve hit eating places on the West Coast, together with Northern California’s Gott’s Roadside chain.
Oatly can be in an ongoing partnership with frozen yogurt chain 16 Handles which has beforehand experimented with quite a lot of plant-based oat milk flavors akin to Latte, Cinnamon Bun, Chai Tea, Marshmallow and S’mores. At the moment, 16 places provide the vanilla, chocolate, and banana flavors of Oatly’s Vegan Vegan Tender Service.
Exterior of frozen desserts, Oatly not too long ago launched its vegan cheesecake within the US, beginning with a restricted launch in March in Philadelphia, residence of legendary Olympic skier Tara Lipinski, her launch associate. In June, the oat-milk cheese—which the corporate spent greater than a yr growing—started rolling out in flavors of plain, chives, and onion at retailers throughout the nation.
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Earlier this yr, Oatly additionally unveiled its new packaging that prominently options the local weather influence on the label. The corporate made the transfer in an effort to incentivize the meals and beverage trade to showcase its carbon footprint to permit customers to make sustainable decisions.
And in Might, on the heels of MilkPep’s Wooden Milk marketing campaign with Aubrey Plaza — which mocked vegan dairy merchandise — Oatly tasked Massive Dairy with revealing its carbon footprint by taking out full-page adverts in The New York Instances, Los Angeles Instances, and The Washington Submit And he or she purchased two adjoining billboards in Instances Sq. and Hollywood Boulevard.
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Anna Starostintskaya is the senior information editor at VegNews and at all times has a watch on all issues vegan in her residence metropolis of San Francisco, California and all over the place else.