Plant Revolution – Oatly on Its Mission, Trends, and Innovations. An Interview with Łukasz Chałat Senior Key Account Manager

Just a dozen or so years ago, plant-based milk alternatives were a niche market, but today they are becoming an increasingly obvious choice for consumers around the world. Among the pioneers of this shift is Oatly – a brand that has not only been delivering high-quality products for over two decades but also educating and inspiring people to change their eating habits. What was Oatly’s journey from a scientific breakthrough to global success? What makes their products stand out from the competition? And how does the brand ensure that its operations are as environmentally friendly as possible? We discuss all this with Oatly’s representative, Łukasz Chałat.

SMAKKi [S]: Oatly has been promoting a plant-based philosophy and sustainability for years. How did this mission begin, and what inspired you to create an oat-based brand?

Łukasz Chałat [ŁCh]: Our mission started in the 1990s when a scientist from Lund University was researching alternatives to cow’s milk. He was looking for a solution that would benefit both people and the planet. The result? The world’s first oat drink. Oats turned out to be the perfect ingredient – local, nutritious, and significantly more environmentally friendly than cow’s milk.

Oatly debuted on the market in 2001, introducing plant-based alternatives aligned with a clear philosophy: great taste, convenience, and greater sustainability. Over the years, our mission has expanded to include transparency, innovation, and climate action.

Today, Oatly is available in nearly 30 countries, in 2023, we officially launched in Poland. And the growing demand for plant-based products shows that the future of food is plant-based.

S: How do you see Oatly’s role in shaping trends in the plant-based alternatives industry? Do you consider yourselves pioneers in this field?

ŁCh: Our mission goes beyond creating delicious and sustainable products – we aim to inspire consumers and the entire industry to rethink food choices. We see trends as attitudes – actions that can inspire others to make a change. We show that transformation can be simple and that plant-based alternatives are a conscious choice benefiting both health and the planet.

Beyond educational efforts, we focus on one of our key pillars – taste. We’re confident that we offer the best product available – Oatly Barista Edition, which is the most popular milk alternative in many markets.

S: In recent years, the plant-based market has grown rapidly. What makes Oatly’s products stand out from the competition?

ŁCh: Innovation is key to Oatly – we want to create products and solutions so good that dairy-based alternatives become irrelevant. Our goal is to make it easier for consumers to choose plant-based over dairy by combining breakthrough technology, creative thinking, and a passion for food. Also, Oatly is more than just its products. We see ourselves as a voice that aims to inspire change in the way we eat.

S: Oatly has long emphasized the importance of sustainability. What actions are you taking to reduce the carbon footprint of your production and transport?

ŁCh: Sustainability is the foundation of our business. Our goal is to sell as many oat drinks as possible, replacing traditional dairy products – this is a key step in the fight against climate change.

A key aspect of our strategy is reducing the distances traveled. By cutting out unnecessary miles, we eliminate greenhouse gas emissions altogether. After all, the most sustainable mile is the one that doesn’t need to be driven at all.

Since 2019, we have been openly communicating our environmental impact – we display the carbon footprint on the packaging of our products and encourage other companies to take similar actions.

S: Can you share specific numbers or facts showing how Oatly products help reduce greenhouse gas emissions compared to traditional dairy products?

ŁCh: Our environmental impact is regularly analyzed by independent entities. An example is the recent life cycle assessment of Oatly Barista Edition, which showed that its sales in Poland are associated with 67% less climate impact compared to the equivalent amount of cow’s milk¹.

S: Consumer education is an important part of Oatly’s strategy. What initiatives are you undertaking to promote conscious food choices?

ŁCh: We actively engage in political topics, supporting initiatives that promote sustainability and social responsibility. We also invest in marketing efforts that allow us to reach as many consumers as possible and educate them on the benefits of plant-based choices.

Our presence in the coffee space is more than just a physical product – we actively participate in events, collaborate with baristas and cafés, and create solutions that cater to this community’s needs while promoting more sustainable consumption habits.

S: Gastrotargi SMAKKi is a unique platform that connects brands in the food industry. What motivated you to participate in this collaboration, and what do you hope to achieve?

ŁCh: Gastrotargi SMAKKi is a great opportunity to meet people who – like us – are thinking about the future of food. We want to be where change is happening, to talk, inspire, and show that plant-based products can not only taste amazing but also make a real impact on the future of gastronomy.

S: Thank you very much for the conversation!

Oatly’s efforts go beyond simply selling plant-based drinks – they represent a steadfast mission to change the way we think about food. The brand proves that innovation, transparency, and environmental responsibility can go hand in hand with great taste and convenience.

In a world that is increasingly aware of the impact of diet on health and the climate, Oatly stands as proof that the future of food can indeed be plant-based. Is this the beginning of a global transformation? Time will tell – but one thing is certain: Oatly is already setting the direction.

¹ Blonk Consultants (2024), LCA of Oatly Barista for Poland, Ireland and France, and comparison with cow’s milk. Stages include raw material to point of sale and packaging waste management for average ambient L produced in the Netherlands and sold in Poland.

We warmly invite you to visit the Oatly booth at the Gastrotargi SMAKKi on April 9-10, 2025!