Delice de France has partnered with oat drink Oddlygood to help its retail and foodservice customers drive sales of dairy milk alternatives.

The tie-up means independent retailers will have access to the brand, which is the number-two oat milk in its home country, Finland.

Oddlygood’s leading line, Barista Oat Drink, has a 12-month shelf life and comes in cases of six 1l cartons, making it appropriate for retail or use in coffee to go.

Interest in oat milk has grown rapidly in recent years, with Google searches related to the topic increasing by 400% since 2018, reaching their highest recorded point in January 2023.

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Oddlygood is also set to expand its range, with a Cinnamon Roll Barista Oat Drink and Pumpkin Spice Barista Oat Drink set to launch this autumn.

Emma Woodcock, category manager at Delice de France, said: “Our partnership with Oddlygood represents an important step in driving beverage sales by providing on-trend products consumers are looking for.

“Alternative milk is now standard in many environments, from stores to coffee shops and hotel breakfast bars. We’re seeing retailers increasingly introducing dedicated bean-to-cup machines that serve oat milk only, such as Amazon Fresh.”

Oddlygood is getting an outdoor marketing campaign in London in September, with digital activity running throughout the rest of the year. Retailers are encouraged to get in touch with Delice de France to benefit from in-store promotions and Oddlygood’s ‘free coffee days’ promotional programme.

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