Oatly offers ice creams
Maiqingxue ice creams.

The widely popular oat milk brand, Oatly, announced on May 18th a rollout of a new line of ice cream and ice cream bars, called Maiqingxue (麦轻雪). 

There are four flavors of Oatly Maiqingxue ice creams: original oat, passion fruit, strawberry, and pistachio. Oatly Maiqingxue ice cream bars have three flavors: original oat, latte, and hazelnut. The new products are available on Tmall (one of the leading e-Commerce platforms in China); 10 cups of Oatly ice cream are sold at a price of 138 yuan (USD 20.7), and 10 Oatly ice cream bars are sold at the same price. According to internal information, more than 200,000 ice cream bars have been sold in Shanghai in just a few days.  

Just like the other brand’s product lines, Oatly ice cream is dairy-free, gluten-free, soy-free, and Non-GMO. Oatly has been in the oat milk business for more than 25 years in Europe and entered China in 2018. After 2 years of hard work, Oatly became popular and began expanding its product offerings beyond oat milk.   

The company revealed that for the marketing of the new frozen products, the brand wants to take advantage of its coffee product line. That is why a combo of Oatly ice cream and Oatly coffee is available for consumers in Shanghai. In fact, the launch of the new products is the brand’s strategic campaign to expand to a new segment. The company stated that the brand aspires to provide more options for consumers who love ice cream and still pursue healthy lifestyles. Given that oat-based ingredients are highly complementary to ice cream, the brand will have more offerings in the future.  

Plant-based ice cream distinct itself from traditional ice cream because it is free from animal-derived ingredients, and can appeal to lactose-intolerant consumers. To attract more consumers, brands should make ice cream with both health values and good taste.  

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