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  In a blind test,

  53% prefer Oatly  

 to cow’s milk 

 in coffee. 

Everyone loves coffee, and many drink it daily, but only a few of them drink it with oat drink*. Big fail. We did a blind test to find out exactly how many would prefer oat drink to cow’s milk. The result in the headline says many people could be enjoying their daily brew even more! Read about the test.

  Are your friends part 

 of the 53%? Find out.  

  How we made the blind test  

We did 317 face-to-face interviews and blind tastings in the Netherlands. The test was carried out by an independent institute and took place in a neutral room in a test studio. There was always one interviewer and one human test subject for each test. The coffee was served in unbranded porcelain cups. The coffee machine was a regular one, and the coffee used was the most popular brand of coffee in the Netherlands.

Each person tasted two different filter coffees one after each other in rotation, with a cup of water in between.

  • 80ml coffee + 25ml cow milk (market top seller)
  • 80ml coffee + 25ml Oatly Barista

All the human test subjects had to be: 

  • Everyday filter coffee drinkers. 50% used cow’s milk, and 50% used milk alternatives (such as soy, oat, and almond) in their coffee.
  • 18-70 years old
  • Partly–100% responsible for purchase decisions in the household
  • Not working at Oatly or in marketing, market research, or in the grocery industry.
  • Not vegan or other special diet, e.g. paleo or low carb.
  • Not people with intolerances/allergies regarding coffee, milk, milk substitutes
  • Willing to have both oat drink and cow’s milk in their coffee while tasting.

  The Result  

After all the coffee tasting in unbranded cups in a neutral room of an independent institute was done, they asked the test groups “Which coffee did you like better? And if you had to choose, which coffee would you go for?” and the result was:

53% of people in the Netherlands prefer Oatly to cow’s milk in their coffee. Guess we gave that away in the first headline on this page. Sorry.

A blind taste test carried out by the independent market institute Essensor B.V. testing Oatly Barista Edition versus cow’s milk with 317 coffee drinkers who add milk to their coffee in the Netherlands.