Oddlygood plant-based products launch into Asda

Oddlygood – a Finnish plant-based brand – is making its UK major multiples oat drink debut with a new Asda listing.

The move is being supported by a seven-figure investment and led by a new global campaign “An Ode to Oddness” –to reignite the plant-based drinks category with fresh thinking.

The new products include two flavoured Barista Oat Drinks and two Dreamy Desserts. In June, its original Barista Oat Drink will roll out to drive further market expansion.

The brand was born from the innovation teams at Valio, Finland’s leading dairy brand and a major player in the international dairy products market, and products are all developed by its global team of dairy experts, to address growing demand plant-based products that delivery superior tastes, quality and functionality.

According to Oddlygood, the high protein content (1.2g per 100g) enables excellent foamability, perfect for coffee enthusiasts and the result of close collaboration with baristas during product development. They also deliver on versatility working brilliantly in smoothies and even baking.

A number of the brand’s UK products (Barista Oat Drink, Vanilla Flavour Barista Oat Drink, Dreamy Berry Dessert and Dreamy Caramel Dessert) have won Great Taste Awards.

The brand emphasised its significant investment into its manufacturing method to ensure product quality and minimal wastage, plus its use of 100% oat flour.

Since launching in 2018, Oddlygood has seen huge success in Europe where it is a key player in the plant-based drinks category, including its native Finland where it is growing ahead of the market.

On a global level the brand has grown 40% year on year. It’s now driving its UK expansion, following its launch into the market last June. Oddlygood’s Dreamy Desserts are currently available in Tesco and Morrisons. The brand’s innovative pipeline, product quality and significant marketing investment aims to drive cut through in a competitive UK category.

Nina Gillsvik, global CMO at Oddlygood says the brand is confident that success in the Nordics has given it the learnings to perform in the UK.

“We’ve already seen a very positive response to the brand,” Gillsvik said. “The UK is thirsty for fresh thinking in the plant-based drinks category. Our focus on quality and taste is what sets us apart in the market. The focus is on creating interesting products and flavours that are simply great in their own right, not just alternatives to milk. We are here to introduce new customers to the category.”

The expansion will be supported by a seven-figure marketing investment throughout 2024 to drive awareness and trial at this key moment for the brand. This will be led by its new global campaign, An Ode to Oddness, which aims to celebrate the unique and make odd the new norm. The campaign will drive awareness and strengthen Oddlygood’s position as a truly delicious and creative brand. It will be activated in the UK through PR, experiential sampling, OOH, instore and influencer partnerships. The latter includes BOSH!, the UK foodie platform dedicated to plant-packed, flavour-focused, planet friendly food inspiration.

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