The new agreement will see Amazon distribute Oatly products direct to consumers in Germany, France, Italy, Spain, the Netherlands and Belgium before the end of the year
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Oatly has formed a new pan-European business group to manage its expanded Amazon partnership | Photo credit: Oatly
Swedish oatmilk manufacturer Oatly has expanded a direct-to-consumer partnership with Amazon to cover a further six major European markets.
Oatly’s oatmilk range, including Oatly Barista Edition, Oatly Light and Mini Barista products, will begin across Germany, France, Italy, Spain, the Netherlands and Belgium later this year.
Amazon Prime members will be able to access Oatly products with next-day delivery, alongside subscribe and save options.
Oatly will produce a ‘fully enclosed bespoke packaging solution’ for Amazon customers, allowing shipment directly through Amazon’s supply chain and removing the need for additional packaging.
Oatly, which launched the agreement with Amazon in the UK in October 2022, has formed a new pan-European business group to manage its expanded Amazon partnership.
The group will be led by General Manager of Oatly UK & Ireland, Bryan Carroll.
“We’re excited to build on the successful relationship we’ve had with Amazon in the UK and look forward to making more Oatly products available to more Amazon customers across Europe. Amazon is an important part of our customer mix that helps support our mission to make plant-based drinks increasingly accessible and affordable to people and small businesses everywhere for the benefit of our planet,” said Daniel Ordoñez, Chief Operating Officer at Oatly.
Headquartered in Malmö, Sweden, the Oatly brand is available in more than 30 countries, including 25 European markets.
The Europe and the Middle East (EMEA) region is the leading contributor to Oatly sales, generating 48% of the oatmilk manufacturer’s total 2022 sales, rising to 49% in its second quarter of 2023.