The German coffee chain plans to double oatmilk sales by the end of 2024 and has introduced Oatly Barista Edition across its 275 outlets in Germany, Austria, Belgium, Luxembourg and the Netherlands
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Oatly has been available in Germany since 2018 | Photo credit: Oatly
Coffee Fellows has introduced Oatly Barista Edition across its 275 outlets in Germany, Austria, Belgium, Luxembourg and the Netherlands at no-extra charge.
The coffee chain, which has a strong focus on plant-based food and beverages, scrapped its surcharge for dairy alternatives across 216 German stores in April 2023. Coffee Fellows said the new Oatly partnership forms part of wider plans to double oatmilk sales by the end of 2024.
“Our guests can help make a meaningful contribution to reducing their impact on the climate by choosing oat drink over cow’s milk. We process around 1.3 million litres of cow's milk into coffee specialties every year. Through our cooperation with Oatly, we would like to change that and are aiming to double our sales of oat drink by the end of 2024,” said Sybille Stauch, Director of Marketing & Sustainability, Coffee Fellows.
The Swedish oatmilk brand has been available in Germany since 2018 via several supermarket and e-commerce partnerships.
Signalling the popularity of the brand, Swedish coffee chain Espresso House and domestic operator Tchibo began serving Oatly Barista Edition across their German cafés last year, the latter with a €0.50 ($0.53) surcharge.
Additionally, Germany’s national rail company Deutsche Bahn began serving Oatly Barista Edition with coffee beverages on-board its trains for the first time in January 2022, while the nation’s largest petrol station network, Aral, commenced a partnership with Oatly in October 2022 which sees its oatmilk product served and sold across approximately 1,250 Aral-owned sites.
In a further indication of strong demand for Oatly’s plant-based products across Europe, the oatmilk manufacturer expanded its direct-to-consumer partnership with Amazon in August 2022 to cover distribution in Germany, alongside France, Italy, Spain, the Netherlands and Belgium.