Oddlygood launched a limited-edition Caramel Waffle Oat Barista Drink, landing exclusively in Sainsbury's. Inspired by bakery flavours, it blends warm caramel-waffle notes with a frothable oat base, pitched as a bakery in a cup.
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The launch targets a fast-growing niche: the brand says flavoured plant-based drinks are outpacing the wider category, up 11% year on year and now worth £19m. Oddlygood also sees flavour as a recruitment tool, citing its own Plant-Based Glass Ceiling report, which found 66% of low users and 58% of lapsed users interested in different flavoured coffees. The 500ml format, half the usual 1l size, is designed to lower the barrier to trial.
"As consumers become more adventurous with their at-home coffee choices, flavour presents a real opportunity to bring excitement to the plant-based category and encourage more shoppers in," said Sam Maguire, UK country manager at Oddlygood Group.
Made with gluten-free Finnish oats and fortified with vitamins and calcium, the drink carries an RRP of £1.45.
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