On 26 July, we’ll launch a new plant-based milk product called The Oaty One.
A part of our plant-based ‘GRO’ brand, the oat-based dairy milk alternative will be the 40th product in our GRO range since its launch in January 2020.
The milk is made from 100% British oats and is enriched with minerals and vitamins (including B12, vitamin D and calcium), part of our commitment to support British farmers and help customers make healthier choices.
The Oaty One will launch in both Co-op and Nisa stores with a price of 79p, making it 58% cheaper than the leading branded equivalent. It’s also leading on price when compared with own-label equivalents. The price is a result of the commitment we made earlier this year, to price match our GRO range with non-vegan equivalents – helping customers make more sustainable choices.
In keeping with our commitments on sustainability, the milk carton will be made from tetra carton that’s fully recyclable.
Michelle Rowley, our Head of Product Development and Innovation had this to say:
“Our new oat milk is a great addition to our popular and award-winning vegan range, GRO. The British oats ensure great quality so it’s perfect for a barista style frothy coffee, while it is just as tasty on its own or as a versatile ingredient in baking. Equally, with our new GRO pricing commitment, it’s also one of the cheapest on the market, without having to compromise on sustainability, which is something we’re extremely proud of.”
You can learn more about our product development and customer strategies at the Co-op IGD Trade Briefing 2021 on 21-22 September.
You can book a ticket here.
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