How Oatly Made Sustainability a Brand Asset Not a Slogan

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · May 25, 2026 · 6m · transcript

Episode 11 of Building Brands with Fexingo explores how Oatly turned a boring milk alternative into a cultural phenomenon. Lucas and Luna break down the specific brand choices that made Oatly stand out: the disruptive tone of voice (remember the 'Wow No Cow' controversy?), the radical supply chain transparency on every carton, and the decision to license its brand to coffee shops rather than fight them. They also look at the numbers — how Oatly grew from a small Swedish mill to a global player generating over $700 million in annual revenue, and what happened when it went public…