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Oatly plans to launch functional oat milks in North America in January, including low-calorie and no-sugar and low-sugar options designed for shakes and coffee. The company is pitching fiber as a growth opportunity as it seeks to improve its performance in a plant-based milk market that has weakened in recent years.
Oatly plans to bring its fiber-focused functional oat milks to North America in January, adding products for shakes and coffee as the company looks for growth beyond the traditional plant-based milk category. The range is already available in Europe, according to Food Dive, and includes a low-calorie, no-sugar option and a low-sugar barista version.
Oatly says an approximately 250-milliliter serving—about the amount used in an oat latte—contains around 5 to 6 grams of fiber. The company is presenting the drinks as a way to add a functional ingredient to everyday beverages, rather than marketing oat milk solely as an alternative to dairy. Its shake-oriented product is described as low-calorie and without sugar; the barista product is described as low in sugar.
Chief Operating Officer Daniel Ordonez discussed the fiber range on an earnings call the week before the report. He said Oatly intends to build on its experience with oats and position itself as a participant in efforts to address low fiber consumption. The company is also linking its strategy to interest in functional ingredients among health-conscious shoppers and people using GLP-1 medicines, though the report does not quantify how much demand those groups represent.
The move comes as Oatly continues to work on profitability and North American growth. The company reported 9.1% revenue growth in the third quarter compared with the same period a year earlier, according to the report. It also recorded its first year of profitable growth in 2025, with strength in Europe. Those results do not establish that the new fiber products have driven growth: the North American launch has not yet taken place.
Fiber Offers Oatly a New Sales Pitch
The launch gives Oatly a way to compete on nutrition and beverage functionality as well as on whether shoppers choose dairy or plant-based milk. That distinction may matter in a market where the category’s recent sales performance has been weak. The Good Food Institute reported that plant-based milk dollar sales fell 2% in 2025, while traditional milk sales rose 2% over that year.
Fiber may offer a clearer point of difference for products used in coffee or protein shakes, but the commercial outcome remains untested in North America. Oatly’s plan is relevant to consumers because it could expand the choices available for adding fiber to drinks; for investors and retailers, the larger question is whether functional claims can attract repeat purchases and support the company’s turnaround.
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A Turnaround Beyond Plant-Based Milk
Oatly is shifting its positioning while the broader plant-based milk category faces pressure. The company has struggled with profitability for years and sold a majority of its U.S. manufacturing assets, according to Food Dive. It reached profitable growth in 2025, supported by performance in Europe, but its North American business remains an important test for the strategy described in the report.
Fiber is the product rationale behind the change. The USDA figures cited by Food Dive indicate that more than 90% of women and 97% of men do not meet U.S. fiber recommendations. The report also cites an International Food Information Council survey in which virtually all participants said they wanted or needed to increase their fiber intake. Those figures describe reported intake and survey responses; they do not show that consumers will buy Oatly’s new products.
“The fiber range is not simply innovation, it’s a natural evolution of who we are.”
— Daniel Ordonez, Oatly chief operating officer, on an earnings call
Sales Impact Remains Unproven
The North American products are scheduled to launch in January, but the report does not give an exact release date, retail availability, prices, package sizes, or distribution plans. It also does not specify how the products’ nutritional figures compare with Oatly’s existing milks or competing drinks.
Oatly’s expected demand from people seeking more fiber, including GLP-1 users, is a company strategy rather than a demonstrated sales result. The source does not provide forecasts for product revenue, repeat purchases, or the contribution needed to improve profitability. It is also unclear whether the North American launch will use the same formulations and serving figures as the products already sold in Europe.
January Launch Will Test Demand
The next stated milestone is the North American launch planned for January. Retail reach, pricing and consumer response will help determine whether Oatly can turn its fiber positioning into sales in the region. The company’s subsequent financial updates should show whether the new range contributes to revenue growth or its profitability efforts, but the source does not identify a specific reporting date or sales target.
Key Questions
When will Oatly’s fiber drinks launch in North America?
Oatly plans to launch the range in January. The report does not provide a specific date or retail rollout schedule.
What products are included in the range?
The reported lineup includes a low-calorie, no-sugar oat milk intended for protein shakes and a low-sugar barista version for coffee and similar drinks.
How much fiber does a serving contain?
Oatly says an approximately 250-milliliter serving contains around 5 to 6 grams of fiber. The report does not clarify whether that figure applies to every product in the range.
Is the launch expected to improve Oatly’s profitability?
Oatly is positioning the products as part of its effort to find growth, but their financial impact is not yet known. They have not launched in North America, and no revenue forecast or sales target was reported.
Source: fooddive.com
