MOMA releases new UK-produced chilled oat drink range
MOMA, a fast-growing ambient oat milk brand in UK grocery, is launching two new chilled SKUs this month. Following the successful launch of MOMA’s ambient oat drink range in 2020 (which sold more than two million litres in the first 15 months), and continued company growth, the new semi and whole SKUs will be stocked in the chilled aisle in 220 Waitrose stores nationwide (beginning 9 February).
Following two years of development and over 250 recipes trialled by MOMA’s in-house Oat Scientist, Dr Ryan Williams, the new products have been carefully formulated and launched to deliver a great-tasting, quality oat drink that works well for all usage occasions, including with cereals, smoothies, or drunk straight from the glass.
The semi and whole variants perform brilliantly in hot drinks, being fully foamable and non-splitting – providing barista-quality products for consumers at home, according to the brand.
As well as not being produced from concentrate (a rarity among many oat milks), the new chilled range delivers a deliciously fresh tasting product at an RRP of £1.85. In addition to Waitrose stores, the new chilled range will be launching on online grocer Ocado in March and Morrisons in stores and online in April, with additional retailers to be announced in Spring/Summer 2022.
Speaking on the launch, Tom Mercer, founder of MOMA, commented: “Witnessing the company evolve from myself and a small team selling Bircher Muesli and smoothies from a stall in Waterloo train station, to being one of the biggest sellers of oat drinks in the UK to date, is incredibly exciting. We generated over £2.6million in oat milk EPOS sales in the last 52 weeks, and achieved 70% growth in 2021. I’m really looking forward to this new launch and the year ahead for MOMA. The fact that the range is one of the first chilled oat milks in grocery that is UK-produced is something we’re extremely proud of and has been a personal business goal of mine for some time. We can’t wait to roll this new range out nationwide.”
This announcement comes hot on the heels of AG Barr’s 60% acquisition in December 2021 and is the next step towards the company’s continued growth plans.
As a leading brand in the oat milk market, MOMA’s new range stands out among competitors. MOMA saw huge success both as a company and within the oat milk category last year, withsales of its ambient oat milk increasing by 400% to form 60% of the company’s sales in 2021.
One in four shoppers purchased plant-based dairy during Veganuary 2021, with plant-based milk being the biggest sub-category and still growing fast at c. 22%. Oat milk is now the biggest ingredient in plain plant-based milk and is growing at the fastest rate.*
* Kantar | Worldpanel FMCG | Plain Plantbased Oat Milk | 52 w/e 18 April 2021
