MALMö, SWEDEN – Oatly is moving into the health space with the launch of a new platform focused on fiber drinks.
Oatly Fiber will be available in 11 markets in Europe by the end of 2026 and Oatly Fiber in the United States from January 2027.
“I emphasize that some fiber is not just an innovation, it is a natural evolution that we are,” Daniel Ordonez, chief operating officer of Oatly, said in a conference call on October 28 to discuss the financial results of the third quarter. “Oatly was built through more than 30 years of oat research and innovation, which provides unique legitimacy in the fiber space. Our fiber line complements the Tastemakers platform as the breadth of our offerings has expanded over the past three years.”
Ordonez said Oatly Fiber will be available in two options: a low-calorie, no-sugar option for use in shakes, and a low-sugar option for coffee and drinks alike.
“A serving of about 250 ml, about the same as one oat latte, provides 5 to 6 grams of fiber,” he says. “So we expect the platform to accelerate all of this penetration in new consumer opportunities.”
Ordonez says the low-calorie makeup of the new beverage is perfect for the world of health, fitness and exercise.
“Oatly fiber can also be combined with protein powder, bringing fiber and protein together in a creamy and convenient format, creating a versatile base for shakes and other functional drinks,” he said. “Oatly Fiber has been designed to make it easier for consumers to incorporate more fiber into their daily diet, with a special focus on female consumers.”
The timing of the Oatly Fiber drink launch coincides with what Ordonez calls consumer demand for fiber on the verge of a multi-year acceleration.
“The use of GLP-1 drugs is increasing, consumers are increasingly scrutinizing the quality and quantity of nutrition, and we expect these structural tailwinds to push the demand for fiber and, especially for oats, dense nutrition, naturally reaching fiber and containing betaglutans, a type of natural soluble fiber that can reduce blood cholesterol levels,” he said. “We expect Oatly to be one of the leaders in bridging the fiber gap through our taste and expertise in oat processing, which is an important part of our approach to developing fiber-focused products.”