| Sweden

Oatly expands Reitan partnership in Sweden with self-serve coffee machines

The partnership will see Norwegian retailer Reitan introduce Oatly’s oatmilk to its self-serve coffee machines at nearly 400 Pressbyrån and 7-Eleven convenience stores across Sweden

A Pressbyrån Go store outside Westfield Mall of Scandinavia, Sweden | Photo credit: Pressbyrån

Oatly has announced an expanded partnership with Norwegian retail group Reitan to make its oatmilk available in self-serve coffee machines at 300 Pressbyrån and 90 7-Eleven convenience stores across Sweden. 

Oatly and Reitan began their partnership in 2011, with Reitan-operated Pressbyrån and 7-Eleven stores stocking a range of Oatly products for purchase. 

The new agreement marks the first time Oatly will be made available in self-serve coffee machines on a large scale, with Reitan’s stores serving approximately 10 million coffees annually. 

The partnership will be promoted through each company’s app, as well as in-store digital screens and social media. 

“Through our partnership with Reitan and integrating Oatly into coffee machines for the first time at this scale, we’re able to make plant-based alternatives a natural part of the everyday lives of millions of people across Sweden. This is an important step for the plant-based movement and part of our mission to put Oatly everywhere to reduce people’s reliance on dairy and encourage more sustainable consumption habits,” said Jonas Persson Follin, General Manager for the Nordics, Oatly. 

Reporting its third quarter results for the three months ended 30 September 2022, Oatly CEO Toni Petersson said the $183m revenues were ‘below expectations’, despite improving 7% on the same period in 2021. 

Convenience retailer Reitan operates the Pressbyrån, 7-Eleven and PBX brands in Sweden. The Trondheim-based company also operates across Norway, Denmark, Finland, Lithuania, Estonia and Latvia. Reitan has an annual turnover of approximately NOK 100bn ($10bn). 

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