Oatly is milk made from oats, and ticked along nicely for about two decades in Sweden.
Then in 2018, with a mixture of contextual insight and a clever promotional strategy, the business went from nowhere to shooting-the-lights out in a very short space of time.
This is how they did it:
Something about the balance between supply and demand is also clearly at play here.
If you thought craft beer was hot - craft beer is so 2016.