Oatly to host free music festival as part of £3.3m brand relaunch
Oatly, the oat-based milk alternative is set to host a breakfast themed, one-day festival as part of a recent £3.3m investment to shift perception of the brand from a food production company to a lifestyle brand.
The Break-fest festival, to be held in London’s Brockwell Park on 30 August, aims to communicate the brand’s drive of highlighting the benefits of life ‘without the cow’ and will play on Oatly’s Swedish heritage.
The festival will be headlined by Kyla La Grange with support from Swedish indie acts, and will feature a range of Scandinavian park games and activites including kaninhoppning or rabbit showjumping.
The brand has also partnered with Portmerion-based Festival Number 6 to road test Oatly’s newlimited edition variety in September.
Speaking about Oatly’s festival drive, Toni Petersson, CEO commented: “We’re looking to make our mark as we take the brand beyond the free-from shelves into a lifestyle proposition. Oatly offers a mix of super healthy, sustainable products and Swedish quirkiness. And as the kaninhop shows, we’re not afraid to have a little fun with it. We want to put a great big smile on people’s faces and Break-fest and Festival Number 6 are the perfect opportunity to do just that.”
Oatly recently relaunched with new packaging, a new website and brand messaging that focuses on the brand becoming more appealing to an increasingly health and environmentally conscious market.
Tickets for Break-fest will be available by a public ballot on the Oatly Facebook page.