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Oatly plans to launch functional oat milks in North America in January, including a no-sugar option for shakes and a low-sugar barista version. The company says the products contain about 5 to 6 grams of fiber per 250-milliliter serving and could help it reach consumers seeking functional drinks, though their effect on sales and profitability is not yet known.
Oatly plans to launch its fiber-focused oat milks in North America in January, adding products designed for protein shakes and coffee as the company looks for growth beyond conventional plant-based milk. The move frames oat drinks as functional beverages and comes as Oatly works to improve profitability in a North American market where plant-based milk sales have weakened.
The range includes a low-calorie, no-sugar option intended for protein shakes and a low-sugar barista version for coffee and similar drinks. Oatly says a serving of about 250 milliliters—roughly the amount used in one oat latte—contains around 5 to 6 grams of fiber. The products are already available in Europe, according to Food Dive; the company has scheduled their North American launch for January.
Chief Operating Officer Daniel Ordonez described the range as part of a wider shift toward functional ingredients. Speaking on an earnings call the week before the report, he said the company wants to be “among the leaders in reducing the fiber gap.” He also tied the product strategy to Oatly’s history of working with oats, rather than presenting it as a departure from the company’s core business.
Oatly’s commercial case rests on consumer interest in nutrition and functional products, including among people using GLP-1 medications, the report said. That interest does not establish how many consumers will buy the new drinks, however. The source material provides no launch pricing, sales targets or forecast for the products’ contribution to revenue.
A New Route to North American Growth
The launch gives Oatly a way to compete on more than whether shoppers choose dairy or plant-based milk. A fiber claim could appeal to people looking for beverages with added nutritional value, while shake and coffee formats place the products in familiar routines. If consumers respond, the range could help the company broaden its customer base rather than relying only on demand for milk substitutes.
The bet also carries financial importance. Oatly has struggled with profitability and is looking for opportunities in functional ingredients as it works to strengthen its business. But a product launch is not evidence of a turnaround by itself: the available report does not give expected margins, marketing spending or projected sales. The North American results will show whether interest in fiber can translate into repeat purchases and meaningful growth.
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Plant-Based Sales and Oatly’s Recovery
The launch comes against a mixed backdrop for the category. Citing the Good Food Institute, Food Dive reported that plant-based milk dollar sales fell 2% in 2025, while conventional milk sales rose 2%. The figures describe sales value, not the number of units sold. They reflect a category challenge for brands such as Oatly, though they do not predict how the new products will perform.
Oatly has been working to return to stronger financial performance and sold a majority of its U.S. manufacturing assets, according to the report. It recorded its first year of profitable growth in 2025, with strength in Europe, and most recently reported a 9.1% year-over-year revenue increase for the third quarter. Those results provide a measure of progress, but the report does not say that the fiber range caused them.
The company is also drawing on an identified nutrition gap. Food Dive cited USDA figures saying more than 90% of women and 97% of men do not meet U.S. fiber recommendations. The article also cited an International Food Information Council survey in which nearly all participants said they wanted or needed to increase fiber intake. Those findings point to potential interest; they do not show how many people will choose Oatly’s products.
““The fiber range is not simply innovation, it’s a natural evolution of who we are.””
— Daniel Ordonez, Oatly’s chief operating officer, on an earnings call
Sales Results Remain Unknown
The report does not give North American prices, distribution plans, sales goals or the scale of Oatly’s marketing support. It also does not specify the products’ full nutritional profiles or explain how their fiber content compares with other drinks. The stated 5 to 6 grams applies to an approximate 250-milliliter serving, and the source does not provide a broader product-by-product breakdown.
Oatly’s claims about consumer demand and the potential of GLP-1 use are the company’s strategic rationale, not proof that medication users will buy the drinks. It remains unclear whether the launch can deliver sustained demand, improve margins or materially change North American results. The source material also does not identify the exact January release date.
January Launch and Market Response
Oatly’s next stated milestone is the North American launch in January. Further details on availability, pricing and retail distribution would help clarify how broadly the products will reach consumers. After launch, sales performance and Oatly’s financial reporting will show whether the fiber range is gaining traction and contributing to the company’s growth plans.
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 an exact date.
What products are included in the range?
The range includes a low-calorie, no-sugar oat milk for protein shakes and a low-sugar barista version for coffee and similar drinks.
How much fiber does a serving contain?
Oatly says an approximate 250-milliliter serving contains around 5 to 6 grams of fiber. The source does not provide further product-by-product nutrition details.
Are the drinks already available anywhere?
According to Food Dive, the functional milks are already available in Europe. North America is the next planned market.
Will the launch turn around Oatly’s North American business?
That remains uncertain. Oatly has described the products as an opportunity, but the available report gives no sales forecast or evidence yet of their effect on North American revenue or profitability.
Source: fooddive.com
