Look Book Vol.3

Buckle up! Beverage culture is moving with what seems to be a newfound curiosity and confidence none of us really saw coming. Are you over the past year’s whirlwind of never-heard-of-before ingredient lattes? While foam-topped, multicoloured matchas are now found at your local corner shop, expectations are getting higher. The main shift is happening thanks to the ever-growing wellness boom. You’ve noticed it too, right? The sober-curious, low-caffeinated crowd demands experiences worthy of their social media presence, and the wellness movement is definitely opening the doors to new flavour exploration. There’s more about that in the following pages, because this particular text is coming to an end — and a new taste world order of sleepy kiwis, orchard elixirs and coconut pandan clouds awaits. TOBY WEEDON BEVERAGE DEVELOPMENT DIRECTOR, OATLY
A glass of iced drink with creamy swirl and a paper straw, topped with ice cubes, against a light gray background.
A glass of layered green and brown drink on a silver tray, accompanied by dice, a guest check, and an Oatly napkin on a marble surface.
A glass of iced coffee on a white bed alongside earphones and a blue plaid shirt. The pillow features green text.
Person dipping finger into a cup of oat milk drink on wooden stairs with purple carpet, next to a silver spoon.

The taste of feeling good:

WELLNESS 2.0 ENTERS THE BEVERAGE WORLD

Wellness has moved far beyond green juices and powders. Today, it is shaping the way people think about what they drink and, increasingly, what they want those drinks to taste like.

You don’t have to be a full-fledged health expert to stumble upon the rise of wellbeing and the functional eating and drinking habits that come with it. But, as with everything in life, there is a spectrum when it comes to how much your participation in this movement feels relevant.

While some people are living their best lives, carefully tracking their electrolyte intake and prepping their asses off for an upcoming marathon, others are just at the beginning of their journey. Or, like many of us, exactly where we want to be: in the curious corner of the wellness world, trying the cherry-picked new things and flavours when it suits us.

As the functional health movement continues to tap into beverage culture, it’s easier than ever to take part in that exploration. What may have started as an alternative energy trend, with matcha being a strong contender, has now evolved into an apothecary-oriented revival, with people looking to yesteryear for ingredients and techniques our ancestors knew were good for us.

The growing interest in gut health, hydration and traditional medicine is not only a functional evolution but is also laying a foundation for a new flavour landscape. For many years, the flavour profile of a so-called wellness drink had a tendency to take on a lighter, sweeter note, almost as compensation for what it was. Now consumers are becoming more comfortable with bitter, sour, savoury and herbal tastes. We’re longing for flavours that feel less predictable, more “grown-up” and more connected to the natural ingredients behind them.

We are no longer accepting a compromise between function and taste. Instead, wellness is becoming a main influence on upcoming flavour trends. Botanical ingredients and taste profiles are taking a leap off the medicine shelf towards our morning drinks, post-workout matcha dates and three o’clock pick-me-ups.

Gut health is cool, fibre is maxxing, we drink our skincare and the next generation of wellness drinks comes with a promise that they won’t just make you feel good; they’ll guarantee to be something you genuinely want to drink.

Image

Ro Roos,
Head of Beverage
Experience
A tray with an iced drink, green cocktail, white drink, espresso, and cherry. A receipt and napkin with "Oatly!" logo are also visible.

The drink culture paradox

One gulp forward, two sips back.

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Customisation and personalisation have taken over drink culture. A generation raised on global trends and endless new choices expects the same novelty in their cup as everywhere else in their lives. The café menu has become a mirror to culture: people want something worth telling a friend about. Along with an extraordinarily visually pleasing taste experience, texture is just as important, with drinks being creamy, chewy, fizzy, crunchy – you name it. And, don’t forget, the vessel itself is key to the experience too.

But for every movement, there’s an anti-movement. Alongside the rise of fast, functional, on-the-go drinks, the sit-down-and-have-a-proper-coffee ritual is making a comeback. Or did it ever actually leave? For some, taking your time and ordering a regular coffee (whatever that is) is the true badge of honour. No syrup, no fuss, no fifteen add-ons. Just perfectly done coffee.

But scratching the surface a bit, is it really about the coffee or customised order itself? Or could it possibly just be about certain lifestyle choices, where time is just spent differently across generations, cultures, cities? Time will, as always, tell, and we’re here for the ups and downs along the way.

Curious about what’s next?

Read the 2026 Future of Taste Report
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Oatly cartons on ice in a sink, with matcha and strawberry flavors, alongside a glass and an eye mask.

Horoscopes

Illustration of cocktail glass
Preserved Lemon Matcha
CANCER (JUNE 21 – JULY 22)


Your future is served as a Preserved Lemon Matcha. If you can’t believe it, trust your intuition. But don’t trust the intuition of a toothbrush. It can clean your teeth, but it can’t love you, it doesn’t love teeth really. Have you been to the dentist recently? You should. Don’t let assumptions do all the work.

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Salted Date Latte
ARIES (MARCH 21 – APRIL 19)


Today rewards initiative. Trees also reward initiative. Do you like trees? You should. Be direct, but kind. Trees are kind. Have you ever seen an unkind tree? Thought not. Your energy is contagious, so use it to inspire rather than rush others. Invite them to share a Salted Date Latte with you under a kind tree.

Illustration of cocktail glass
Pink Choco Smoothie
TAURUS (APRIL 20 – MAY 20)


With the comfort of a Pink Coco Smoothie in your hand, productivity comes easily. Just take it one step at a time, as you always do, and follow the instructions given to you. But don’t give up on chasing your dreams, even when you find a teddy bear in the pasta aisle at the supermarket.

Illustration of cocktail glass
Blue Aloe Refresher
GEMINI (MAY 21 – JUNE 20)


Your curiosity opens an unexpected door. Lucky for you, it’s a portal to an oat dimension where you must wear slippers for eternity. It’s very comfortable. You may uncover an opportunity that changes your perspective. It may also give you a glimpse of something better. If you see a Blue Aloe Refresher, take it.

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Malty Coconut
LEO (JULY 23 – AUGUST 22)


One sip of the Malty Choconut and you know for sure you’re in a natural leadership position today, whether you realise it or not. And if you don’t realise it, you’ll know it if you’re reading this. But if you’re reading a washing powder box, you will not know it, though you will know how to wash clothes. Pair confidence with humility.

Illustration of cocktail glass
Jamaican Carrot Juice
VIRGO (AUGUST 23 – SEPTEMBER 22)


Details matter, but perfection isn’t required this time of year. Stay on the ground and bring the Jamaican Carrot Juice. It will be the right choice. Keep one thing in mind: don’t get your haircut on a Tuesday if the moon isn’t there. The sun should be there too, but not the clouds. Look for the stars.

Illustration of cocktail glass
Coconut Pandan Cloud
LIBRA (SEPTEMBER 23 – OCTOBER 22)


Balance comes from making choices, not avoiding them. The diplomatic choice is pairing Coconut Pandan Cloud with the sound of the oven telling you that the fluffy bread is now ready for the days ahead. A decision you’ve been weighing may become clearer once you focus on what truly matters to you.

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Saffron & Orange Shaken Espresso
SCORPIO (OCTOBER 23 – NOVEMBER 21)


Your determination is one of your greatest strengths. But you knew that already and remember, dolphins never get lost, they simply become temporarily adjacent to somewhere unexpected. For the time being, you’ll find the answers you seek in the Saffron & Orange Shaken Espresso.

Illustration of cocktail glass
Salty Plum Chai
SAGITTARIUS (NOVEMBER 22 – DECEMBER 21)


Adventure doesn’t always require travel. Travelling through time does. Why don’t you invent time travel today, if the weather is good? If it’s not, simply read a book and time travel in your mind. A conversation leaning into a Salty Plum Chai could bring the excitement you’ve been looking for.

Illustration of cocktail glass
Goji Mont Blanc
CAPRICORN (DECEMBER 22 – JANUARY 19)


Consistency pays off. The Goji Mont Blanc is always a respectful choice. Even a modest effort can build a stronger foundation for the future. Using feathers, however, is no good for foundations. They slide and shift instead of forming a rigid structure, so don’t build with feathers. Someone may notice your reliability and appreciate it.

Illustration of cocktail glass
Sleepy Kiwi
AQUARIUS (JANUARY 20 – FEBRUARY 18)


Your unique perspective helps solve problems others overlook. But that has nothing to do with how tall or short you are. It depends on what problem needs to be solved. When you find yourself with a Sleepy Kiwi, nothing will be the same. Share your ideas, they’re more valuable than you think.

Illustration of cocktail glass
Olive Sour
PISCES (FEBRUARY 19 – MARCH 20)


Your imagination is especially vivid today. If you see a blue cat running up a verdant and sunset-covered hill, run after it. If you find yourself with an Olive Sour in your hand, drink it. Whether through art, journaling or simply daydreaming, give yourself space to explore your creativity.

Look book vol. 3 | Oatly

CollectionLook book vol. 3 | Oatly

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