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Oatly plans to launch functional oat drinks in North America in January, including low-calorie and no-sugar and low-sugar barista options. The company says a roughly 250-milliliter serving contains about 5 to 6 grams of fiber; whether the products can revive growth in a pressured market remains uncertain.
Oatly plans to launch functional oat drinks in North America in January, taking a fiber-focused product line already sold in Europe into a market where the company is seeking renewed growth. The products are designed for uses including protein shakes and coffee, as Oatly positions its oat drinks as a source of nutrition and functionality, not only as a substitute for dairy milk.
The range includes a low-calorie, no-sugar option intended for protein shakes and a low-sugar barista version for coffee and similar drinks. Food Dive reported that an approximately 250-milliliter serving—about the size of one oat latte—contains around 5 to 6 grams of fiber. The products are currently available in Europe, according to the report.
Oatly Chief Operating Officer Daniel Ordonez described the range as an extension of the company’s existing work with oats during an earnings call the week before the report. The company is looking to capitalize on interest in functional ingredients among health-conscious consumers and people using GLP-1 medicines, which can affect appetite and eating patterns. The source material does not give sales forecasts for the new products or quantify demand from either group.
The launch is part of a broader effort to improve Oatly’s business performance. The company reported 9.1% year-over-year revenue growth in the third quarter, while its first year of profitable growth was in 2025, according to Food Dive. The report says that result came amid strength in Europe. It does not establish that fiber products drove the recent revenue increase or the 2025 performance.
A New Pitch for Oat Drinks
The move gives Oatly a way to compete on a nutritional feature, rather than relying solely on the choice between dairy and plant-based milk. That could matter as the category faces pressure: 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 figures describe sales value, not volume, and point to a challenging backdrop for the core plant-based category.
Fiber is a familiar ingredient, but making it a central selling point may help Oatly reach consumers looking for functional beverages and give its products more uses in drinks such as protein shakes and coffee. Food Dive cited USDA figures showing that more than 90% of women and 97% of men in the United States do not meet federal fiber recommendations. It also cited an International Food Information Council survey in which virtually all participants said they wanted or needed to increase fiber intake. Those figures indicate a potential consumer need; they do not show that customers will buy Oatly’s products or change their fiber intake because of them.
For Oatly, the commercial test is whether the new positioning can support sales and profitability in North America, a market the report describes as still challenged. A product launch and favorable nutrition trends do not by themselves confirm a turnaround. Pricing, repeat purchases, distribution and the cost of making and selling the drinks will help determine their effect.
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Oatly’s Turnaround Challenge
Oatly’s fiber push comes after years of difficulty reaching sustained profitability, according to the source report. It also says the company sold a majority of its U.S. manufacturing assets. The report does not provide details on the transaction or explain how those asset sales will affect production of the new drinks.
The wider plant-based milk market has faced competition as some consumers return to conventional dairy. Against that backdrop, Oatly has been trying to present oat drinks on their flavor, texture and nutrition, rather than treating the category as a simple dairy-versus-plant-based choice. Ordonez said the business is “moving away from this binary dairy versus plant-based debate.”
Oatly’s 2025 profitable growth and third-quarter revenue increase provide evidence of recent progress, but the information supplied does not include profit figures, regional breakdowns or a North American sales trend. Those gaps make it difficult to measure how much the company has recovered or how large a contribution the fiber line might make.
““The fiber range is not simply innovation, it’s a natural evolution of who we are.””
— Daniel Ordonez, Oatly chief operating officer, speaking on an earnings call, as quoted by Food Dive
Sales Impact Still Unproven
Oatly has not provided a sales forecast for the North American launch in the source material, nor does it specify prices, retailer availability, marketing spending or expected production volumes. The report also does not identify an exact January launch date or say whether the rollout will cover all of North America at once.
It remains unclear whether the fiber content will persuade shoppers to switch brands, pay a premium or buy oat drinks more often. The source does not provide product labels or full nutritional information, so the reported fiber amount should not be read as a complete comparison with other drinks. The company’s claims about consumer interest and potential GLP-1 demand are not evidence of purchases by those groups.
Nor is there enough information to attribute Oatly’s recent revenue growth or 2025 profitable growth to the fiber strategy. The company’s North American performance after the launch, and the products’ contribution to overall profitability, are still to be seen.
January Launch and Sales Results
The next confirmed milestone is Oatly’s planned North American launch in January. The company has not given further rollout details in the source material. Sales, distribution and repeat-purchase information after launch will show whether the fiber range is attracting shoppers beyond Oatly’s existing customers.
Investors and consumers will also be able to compare the launch period with Oatly’s subsequent financial results, including revenue and profitability. Until the company reports those figures, the range is a strategic bet on functional beverages—not proof that Oatly’s turnaround is complete.
Key Questions
When will Oatly’s fiber drinks launch in North America?
Oatly plans to launch the products in January, according to Food Dive. The source does not give an exact date or a more detailed rollout schedule.
What products are included in the fiber range?
The range includes a low-calorie, no-sugar option for uses such as protein shakes and a low-sugar barista version for coffee and similar drinks. Food Dive says the line is already available in Europe.
How much fiber does a serving contain?
Food Dive reported that an approximately 250-milliliter serving contains around 5 to 6 grams of fiber. That is the reported amount for a serving roughly equivalent to one oat latte; full product nutrition details were not included in the source material.
Is the fiber line already turning Oatly around?
That has not been established. Oatly reported 9.1% year-over-year revenue growth in the third quarter and its first year of profitable growth in 2025, but the source does not attribute those results to the fiber range. The North American products have not yet launched.
Source: fooddive.com
