Oatly’s Founder Björn Öste on the 25 year journey of building an overnight success

Björn Öste founded Oatly with his brother Rickard in 1994. Fast forward to today and Oatly IPOed in May 2021 at a value of $10 billion. But how did this startup from Lund, Sweden become the world's leading alt-milk brand? In today’s episode, we cover Oatly’s startup journey from the early academic days focused on lactose intolerance to the development of their famous barista strategy. We also cover the brothers' other entrepreneurial endeavors to develop food with clear health benefits.  5:00 How Oatly started 18:00 Nailing branding and product-market fit 41:00 Tips for entering the US market 47:00 Aventure and developing science-backed ventures 57:00 The story of Good Idea - sparkling water that reduces blood sugar  Episode Transcript  Related Links and Episodes More Nordic startup stories Chr. Hansen on using microbes to stop food waste How Nick’s developed high-tech, good for you sweets Vivino’s Founder on creating the world’s biggest wine marketplace How Arla is using blockchain to track their milk More interviews from Sweden Liked this episode?  Subscribe to the show for a few dollars a month to support the creation of more content like this