Trader Joe's has never run a national ad campaign. Costco's Kirkland Signature generates tens of billions without one. Oatly's IPO hype fell apart within a year. Twelve grocery and CPG campaigns, and the one that collapsed.
Potato milk was supposed to be the next big thing in 2022. Oat won. Oatly, Chobani, Califia, and Silk emerged as the durable independents. The alt-milk wars and what the AI engines now actually cite.
In August 2021, Cambridgeshire family business Glebe Farm Foods defeated Swedish $10B oat-milk leader Oatly in the UK High Court. The PureOaty vs Oatly trademark ruling, the David-and-Goliath communications response, and the implications for plant-based brand IP.
