At a Glance (China Coffee Network): OATLY showcased its oat milk products at the 9th China International Import Expo's Sweden National Pavilion, demonstrating Swedish quality and locally rooted innovation.
On November 6, the Sweden National Pavilion of the 9th China International Import Expo (CIIE) held its opening event at Hall 5.2 of the National Exhibition and Convention Center (Shanghai). Under the theme “Made with Sweden” (co-created with Sweden), OATLY appeared alongside Swedish companies such as IKEA and Scania.
As a household-name oat milk brand in Sweden, OATLY oat milk was the hospitality choice of the Sweden National Pavilion during this CIIE. At the “Fika” coffee lounge that embodies Swedish coffee culture, oat lattes made with OATLY Barista oat milk offered visiting guests a distinctly Swedish quality experience. A few steps away in the exhibition area, OATLY’s high-fiber oat milk and its rich oat-milk product matrix were on display together. Focusing on the need for dietary-fiber intake, the showcase highlighted OATLY’s innovation achievements in the Chinese market and brought innovative solutions to the plant-based category.
A Swedish Brand’s “High-Fiber” Solution
Since its birth in Sweden in the 1990s, OATLY has spent more than 30 years deep in the oat plant-based field. Starting from Sweden, OATLY has carried its distinctive genes of health, taste and sustainability to the world and into China. Invited this time to join the Sweden National Pavilion, OATLY presented a fresh expression of Swedish quality: leveraging the oat’s natural high-fiber properties, it promotes the integration of oat milk into Chinese consumers’ healthy-living scenarios, making fiber supplementation easier and more a part of daily life.
On the product front, the high-fiber oat milk launched this year uses a proprietary enzymatic-hydrolysis technology to preserve the soluble dietary fiber beta-glucan in oats, paired with a patented prebiotic formula. Each bottle (250 ml) contains at least 7.5 grams of dietary fiber, meeting about 30% of an adult’s daily requirement.
Addressing the health need for fiber supplementation, OATLY’s high-fiber series takes high-fiber oat milk as its starting point and keeps iterating, building a product matrix across specifications, flavors and functionality to reinforce oat milk’s health value. The 1-liter organic high-fiber oat milk that landed in Sam’s Club this September uses organic oats from the Bashang grassland belt at 41°N, grown organically throughout, extending the healthy-living scenario in a family-pack size. On flavor innovation, the black-tea cocoa oat milk rides the autumn-winter flavor trend, blending high fiber and great taste in one bottle, with additional flavor products such as turmeric and extra-strong matcha further enriching the taste options. Moreover, ready-to-drink oat lattes and low-GI oat milk also carry high-fiber properties, meeting the needs of coffee lovers and health-conscious eaters. From on-the-go supplies to the family dining table to a flavored specialty drink, OATLY’s high-fiber series covers diverse healthy-living scenarios, making fiber supplementation easier and more everyday.
This solution happens to answer a fiber gap shared globally. Over the past two years, a trend called “fibermaxxing” has swept overseas social platforms, making daily fiber supplementation a focus and a new fad. According to data from the U.S. Department of Health and Human Services (HHS), more than 90% of women and 97% of men fall short of the recommended fiber intake; data from the UK’s National Diet and Nutrition Survey (2019–2023) shows only 4% of adults reach the government’s daily recommendation of 30 grams, averaging about 14 grams short per day. The situation at home is similarly far from optimistic: China’s Food and Nutrition Development Outline (2025–2030) states that by 2030, per-capita daily dietary-fiber intake should rise to 25–30 grams. Yet monitoring shows current per-capita daily intake is only 10.8 grams — less than half the recommended amount.
Grounded in this widespread pain point, OATLY uses high-fiber oat milk as its core vehicle, turning fiber supplementation from a dietary metric into an easy daily choice. With a good-tasting, convenient and clean-formula plant-based solution, getting enough fiber is no longer a deliberate task but a lifestyle woven into three meals a day and always within reach.
After 1.7 Billion Cups: Continuous Innovation, Local Growth
OATLY’s ability to keenly catch market signals and rapidly iterate products in response stems from years of deep groundwork. When it entered China in 2018, oat milk was still an unfamiliar concept to most consumers; OATLY started with specialty coffee shops and, together with coffee brands, turned the oat latte into a menu staple. Today, OATLY products have entered more than 120,000 stores nationwide, and the oat milk sold in China has cumulatively made possible over 1.7 billion oat lattes.
The oat-latte trend has continued to this day. This autumn, Tims partnered with OATLY to launch a high-fiber oat latte, blending mellow coffee with high-fiber oat milk and pairing it with a bagel combo for a healthy lunch and post-workout set; Cotti Coffee brought back its “Super Pumpkin Oat Latte” with real pumpkin puree and even launched a “Super Pumpkin Oat Milk.” In addition, Peet’s “Mont Blanc Latte” and Algebra’s “Golden Osmanthus” autumn limited series rolled out one after another, all using OATLY Barista oat milk as the base. That coffee brands are willing to put it in their autumn-winter flagship pushes is itself a market vote.
And what delivers this one cup stably to 120,000 stores relies on more than just the formula. Behind every bottle of oat milk is a supply chain rooted in China. In 2021, OATLY’s China factory was established in Ma’anshan, Anhui; the deep linkage between the local factory and R&D center spawned an end-to-end collaborative response capability, enabling the company to precisely catch China’s fast-iterating market demands.
From a fiber-containing oat latte, to a high-fiber product line, to a daily choice across 120,000 stores. Local innovation plus Chinese manufacturing lets Swedish quality keep growing in China.
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