OATSIDE, a Singapore-headquartered oat milk brand, has experienced rapid growth across Asia through a well-rounded marketing strategy that includes targeted campaigns, strategic partnerships, and constant flavor innovation. Founded by CEO Benedict Lim during the pandemic, the brand is now sold in 18 countries, including China, Indonesia, Japan, and South Korea. Key to its success are collaborations with brands like UNIQLO and Singapore Airlines, as well as the involvement of South Korean actress Go Min-si as a brand ambassador.
OATSIDE continues to innovate with new products, such as the Caramel Macchiato and Mocha flavors launched in Singapore and Indonesia. These flavors are designed to cater to local taste preferences while maintaining a focus on health, with low sugar levels and no added emulsifiers. The initial launch was met with great success, indicating strong consumer demand for plant-based and sustainable beverage options. The brand aims to make oat milk the default choice for consumers, expanding its range and market presence across the region and beyond.
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