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Oatly plans to launch functional oat drinks in North America in January, including options for protein shakes and coffee that provide about 5 to 6 grams of fiber per 250-milliliter serving. The company says fiber could help broaden its appeal and support a turnaround, but the products’ sales impact and their effect on profitability remain unknown.
Oatly plans to launch functional oat drinks in North America in January, expanding its pitch from dairy alternatives to products marketed around fiber and nutrition. The company says an approximately 250-milliliter serving contains about 5 to 6 grams of fiber, a bet it hopes can attract health-conscious consumers and support growth in a region where plant-based milk sales have weakened.
The line includes a low-calorie, no-sugar option designed for use in protein shakes and a low-sugar barista version intended for coffee and similar drinks. The products are already available in Europe, according to Food Dive’s report; the North American launch is planned for January. Oatly did not provide sales forecasts, launch pricing or distribution details in the material provided.
Chief Operating Officer Daniel Ordonez described the fiber range as part of the company’s effort to develop functional beverages. He said Oatly aims to be “among the leaders in reducing the fiber gap.” The report says the company is targeting consumers interested in nutrition, including people using GLP-1 medications, while presenting the drinks as a choice based on flavor, texture and nutrition rather than solely as an alternative to dairy.
The expansion comes as Oatly works to sustain improvement in its business. The company recorded 9.1% year-over-year revenue growth in the third quarter, according to the report, and achieved profitable growth for 2025, with strength in Europe. Those figures do not establish whether the new products will sell well or improve profitability in North America.
A New Pitch Beyond Dairy Alternatives
Oatly’s move reflects an effort to compete on a product benefit—fiber content—rather than relying only on the plant-based-versus-dairy distinction. That shift matters because the U.S. plant-based milk category has faced declining sales, while consumers and food companies are paying attention to functional ingredients. If shoppers adopt the drinks, Oatly could gain another reason to appear in coffee and protein routines, not just as a substitute for dairy milk.
The commercial case is not yet proven. The reported fiber amount describes a serving, but the source material provides no consumer sales data or evidence of product performance in North America. The launch therefore represents a strategic bet, not a confirmed turnaround driver. Oatly’s ability to convert interest in fiber into repeat purchases—and profitable sales—will determine how much the move changes its position.
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Oatly’s North American Growth Challenge
The launch arrives amid pressure on plant-based milk. Food Dive, citing the Good Food Institute, reported that plant-based milk dollar sales fell 2% in 2025, while traditional milk sales rose 2%. The report puts the plant-based milk category at $2.7 billion. These figures describe the category’s performance in 2025; they do not predict how Oatly’s new products will perform.
Oatly has struggled with profitability and sold a majority of its U.S. manufacturing assets, according to the report. Its recent improvement has included profitable growth in 2025 and third-quarter revenue growth, with Europe contributing strength. The North American fiber launch is intended to find demand in a market that remains challenging for the brand.
Fiber is central to the pitch because oats naturally contain it. The report cites USDA figures saying more than 90% of women and 97% of men do not meet U.S. fiber recommendations. It also cites an International Food Information Council survey in which virtually all participants said they wanted or needed to increase their fiber intake. Those population and survey findings point to potential interest, but do not show that consumers will choose Oatly’s products.
““The fiber range is not simply innovation, it’s a natural evolution of who we are.””
— Oatly COO Daniel Ordonez, speaking on an earnings call the previous week, according to Food Dive
Sales Impact Remains Unproven
Oatly has not disclosed North American pricing, retailer availability, marketing plans or expected sales for the January launch in the source material. It is also unclear whether the fiber range will be sold broadly or initially in selected channels. The approximate fiber figure is given for a 250-milliliter serving; the report does not provide full nutrition labels or explain whether every product in the range has the same amount.
There is no reported evidence yet that the drinks will attract GLP-1 users, win customers from dairy or other plant-based brands, or materially improve Oatly’s margins. Ordonez’s optimism and the cited consumer interest in fiber are company and survey signals, not proof of future demand. The effect on the company’s North American performance can be judged only after launch and the release of sales results.
January Launch Sets the Test
The next milestone is the planned North American launch in January. Subsequent reporting on retail availability, pricing and product sales should show how widely Oatly has introduced the drinks and whether shoppers are buying them. Investors and consumers will also be able to assess how the range fits alongside the company’s existing products.
Oatly’s future financial updates will provide a clearer indication of whether the new line contributes to revenue growth or profitability. Until those results are reported, the fiber strategy remains a planned expansion and a stated growth ambition, rather than a demonstrated turnaround in North America.
Key Questions
When will Oatly’s fiber-focused drinks launch in North America?
Oatly plans to launch the products in January. The source material does not give a specific day or detailed rollout schedule.
How much fiber is in a serving?
An approximately 250-milliliter serving, described as about the size of an oat latte, contains around 5 to 6 grams of fiber, according to the report.
What products are included in the line?
The range includes a low-calorie, no-sugar option for protein shakes and a low-sugar barista version for coffee and similar drinks.
Will the launch turn around Oatly’s North American business?
That is not yet known. Oatly’s COO said the company is optimistic, but the source provides no North American sales results or forecasts for the new products.
Source: fooddive.com
