The key issue for Oatly Smoothie was to find a stand out position as an oat drink, with a more filling and fruity taste compared to the regular oat drink and to other drinks in an 'On the go' bottle.

One big question to solve was the nameing and how to make the Smoothie description stand out and be clear to the consumers.

We wanted to focus on lots of flavour, simplicity and friendlyness. Most products out on the shelf are very busy and heavily branded, we wanted to add flavour in a minimalistic, clever way using the whole bottle where the ingredients are the heroes. Still it has lots of impact but it shouts in its own way.

Oatly smoothies was very well received with customers and consumers, and it has contributed to a high growth in Oatly’s 'On the go' segment (+15% in turnover). During the end of 2009 the Blueberry/Cranberry variety was awarded Healthy Choice (MåBra val) by the Swedish magazine MåBra.