The Financial Times reports that Swedish brand Oatly surprised Americans in February with an eccentric Super Bowl ad in which its chief executive lustily sang “wow, no cow” while playing an electric piano in a field.
Later this year, the plant milk maker is expected to flash up on a different set of screens: it plans a New York listing that could value the group as high as $10bn. The ambition of the once-niche brand has raised eyebrows in the food industry, with one executive calling it “plant-based bitcoin”.
But the group’s backers point to a shift towards environmentally friendly products among consumers powering sales at Oatly, which is attempting to conquer the Chinese and US markets.
