Oatly launches oat milk with 5g fibre per 250ml serving
Oatly has expanded its UK range with two new fibre-enriched oat drinks, each providing 5g of fibre per serving, to address the widespread national fibre
Oatly has launched two new fibre-enhanced oat drinks, Fibre Barista Edition and Fibre Low-Cal Edition, available now at Sainsbury's. Each 250ml serving delivers 5g of fibre, with both products retailing at a recommended price of £2.40 per litre carton.
The Swedish oat milk maker draws on more than three decades of oat research for this launch. The new range will roll out to further retailers throughout October.
Fibre gap persists despite new options
The average UK adult consumes around 14g less fibre per day than the government's recommended adequate intake of 30g. Just 4% of the population is thought to currently meet this daily fibre target.
Oatly cites a 2022 modelling study published in the British Journal of Nutrition. Food and beverage manufacturers are increasingly tapping into demand for products that make it easier for consumers to add more fibre into their daily routines.
Product design supports daily habits
Both drinks are formulated for seamless integration into common routines. The Fibre Barista Edition is developed to perform in coffee without compromising taste or texture, equivalent to roughly one oat latte. The Fibre Low-Cal Edition is positioned for smoothies, shakes and other beverages.
Kate Overy, a Registered Nutritionist and Nutrition Science & Communications Lead at Oatly, said: "It’s a convenient, everyday choice that can help contribute to fibre intake without dramatically changing daily habits."
Nutritional benefits and positioning
The products are fortified with calcium, iodine, and vitamins B2 and D. Their nutritional profiles are detailed below.
| Product Variant | Key Features per 100ml | Primary Use Case |
|---|---|---|
| Fibre Barista Edition | Low in sugars and saturated fat, source of calcium, iodine, vitamins B2 & D | Coffee and hot drinks |
| Fibre Low-Cal Edition | 20 kcal, zero sugar, low in fat and saturated fat | Smoothies, shakes, and cold beverages |
Oats contain beta-glucans, a type of natural soluble fibre, alongside other beneficial fibre components. Plant-based brands are seen as well-positioned to capitalise on fibre opportunities because fibre is found naturally in plant-based foods.
Strategic expansion and market context
This fibre range is Oatly’s latest addition to its UK portfolio this year, following the February introduction of coconut, vanilla and caramel flavours for its Barista Edition. The company recently raised its full-year financial guidance after reporting second-quarter revenue of $240.1 million, a 15.2% increase year on year driven by growth in its European retail business.
Oatly now expects constant currency revenue growth of 8% to 10% for the full year, up from a previous range of 3% to 5%. For comparison, Oatly’s standard chilled oat drink lists 2g of fibre per 290ml glass. The new drinks are available at Sainsbury's as a practical entry point for consumers.
