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Oatly: The $584M Oat Milk Cult
How a Swedish oat drink company built a global brand with 220K monthly visitors
Oatly didn't just sell oat milk—they sold a rebellion against dairy, wrapped in irreverent copy and a cult-like brand identity. With $584M in revenue and 2.4K employees, oatly.com is the digital storefront for a food revolution that's still scaling.
"Oatly turned a commodity product into a lifestyle brand—and their website is the manifesto."
The Cult Following
Oatly's 220K monthly visitors aren't just browsing—they're converting. With 34% direct traffic (75K visits), that's a fiercely loyal audience typing 'Oatly' directly into their browser. The brand equity is so strong that misspelled searches ('Oatley') still drive 4,900 monthly searches. This isn't product discovery; it's brand worship.
The SEO Playbook
Oatly's organic search strategy is brutally effective. They capture 50% of traffic through SEO, ranking for 'oatly' (33K monthly searches) and 'oatly oat milk' (2.2K). Their domain authority is so high that even their misspellings convert. But here's the kicker: they're not optimizing for 'dairy alternatives'—they own their branded terms. It's a moat built on brand recognition, not keywords.
The tech stack reveals a modern, performance-obsessed architecture. Next.js for speed, Bootstrap for consistency, and PWA capabilities for mobile-first users. They're using Google Analytics and Plausible—dual tracking for data paranoia. The site is built for scale, but also for storytelling. Every page is a chapter in the Oatly manifesto.
- 220K monthly visits with 50% organic—brand search is their growth engine
- 34% direct traffic signals cult-level brand loyalty
- 2.4K employees and $584M revenue—still scaling globally
- Trustpilot rating: 2.2/5—controversy drives engagement
- Next.js + PWA stack for modern, fast experiences
Oatly's Real Product Isn't Oat Milk—It's Brand
They've built a $584M empire on owning a narrative, not just a category. The website is proof: it's not selling oat milk; it's selling a movement.
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Open Graph Image
https://a.storyblok.com/f/107921/1000x958/f599753c0a/fallback_logo.png
Meta Tags
Oatly | the Original Oat Drink Company | Oatly
A site filled with everything you could possible think of, and also probably not think of, related to an oat drink company called Oatly.
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Reviews (20)
If you can't eat dairy
If you can't eat dairy, these treats a life saver. I've even given them to "real" ice cream eaters and they couldn't tell the difference and loved it. Was sorry to see Whole Foods stop carrying them, but after some searching around I've found who else to go to!
trustworthy company
Trustworthy and dependable service.
The first oat milk I tried and still the best
Was really impressed when I first tried the Barista oat milk a year or so ago. Since then I've tried many other brands and, though many are very good, this is still my preferred oat milk. Creamy flavour, easy to froth at a fairly reasonable price.
'Whole Oat Drink' their best product
Oatly do a range of non-dairy 'milk' products, but for me it's their 'Whole Oat Drink' which stands out from the many similar products on the market. It's fine with hot tea or hot coffee, and goes well with cereals, and it doesn't taste of anything else (unlike the typical coconut and almond based 'milks' for example.)
Sponsored a new cafe
Love oatly. Been drinking their oatmilk for quite a while. Bit more expensive than average but tastes so well. Recently a really nice new cafe opened in my city sponsored by Oatly, so they do a lot of useful stuff. And, of course, they're very environmentally friendly!
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About oatly.com
A site filled with everything you could possible think of, and also probably not think of, related to an oat drink company called Oatly.
Company Overview
oatly.com Social Media
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Technology Stack
oatly.com uses 12 technologies across their website including Font Awesome, Google Fonts, Storyblok, Amazon S3, and more.
Fonts
Font Awesome, Google Fonts
CMS
Storyblok
Cloud & Hosting
Amazon S3
Advertising
DoubleClick Floodlight
Tag Managers
Tealium
Analytics & Marketing
Plausible, Google Analytics
Traffic & Audience
oatly.com receives approximately 220.2K monthly visitors and ranks #189,872 globally. The website has a bounce rate of 39% with visitors viewing an average of 2.6 pages per visit. Users spend an average of 1:13 on the site.
The majority of oatly.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about oatly.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit oatly.com directly at https://oatly.com.