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Backfill · 2021

#153 of 315

Oatly Barista Edition

seq 15
ObserverNew product/launchfood_drinkpositive
minimalism reductionsocial impact
NoticingActionExploreGroup Security4/9
Oatly
ImageScreenshot

Screenshot: An Oatly Barista Edition grey carton next to a latte with visible latte art in a ceramic cup, shot from above on a coffee shop counter with an espresso machine partially visible.

332 words

Oatly's Barista Edition oat milk has become the default dairy alternative in specialty coffee shops. The reason is purely functional: it steams and foams like whole milk in a way that almond, soy, and coconut milks can't. Fat content is higher than regular Oatly and the formula includes a small amount of rapeseed oil that gives the steamed milk a creamy body and a microfoam texture that holds latte art. Most coffee shops charge an extra $0.50 to $0.75 for oat milk, and customers pay it without complaint because the alternative is a flat, watery latte. Barista Edition packaging is distinct from the consumer version, using a grey carton instead of blue and listing the cafe-specific properties on the side panel. The product became so popular that Oatly experienced a supply shortage in 2020, with baristas hoarding cases and some shops rationing it to 2 drinks per customer. That level of demand for a milk substitute says more about the quality of the product than any marketing campaign could. The broader oat milk market has expanded rapidly, with brands like Chobani, Planet Oat. Store-brand versions competing on price, but barista editions from most competitors do not foam as well. The technical formula that makes Oatly work for latte art is genuinely difficult to replicate, and coffee professionals treat it as a specific tool rather than a generic ingredient. I drink oat lattes most mornings and the Oatly version is noticeably better than the alternatives I've tried at shops that use different brands. Oat flavor comes through without overpowering the coffee, and the foam holds its shape for the duration of the drink.