Oatly expands the Reitan collaboration in Sweden with self-service coffee machines
Through the partnership, the Norwegian retailer Reitan will introduce Oatly’s oat milk in its self-service coffee machines at almost 400 Pressbyrån and 7-Eleven convenience stores across Sweden
A Pressbyrån Go store outside Westfield Mall of Scandinavia, Sweden | Photo: Pressbyrån
Oatly has announced an expanded collaboration with Norwegian retail group Reitan to make its oat milk available in self-service coffee machines at 300 Pressbyrån and 90 7-Eleven convenience stores across Sweden.
Oatly and Reitan began their partnership in 2011, with Reitan-run Pressbyrån and 7-Eleven stores carrying a range of Oatly products for purchase.
The new deal marks the first time Oatly will be made available in self-serve machines at scale, with Reitan’s stores serving around 10 million coffees annually.
The partnership will be promoted through each company’s app, as well as in-store digital displays and social media.
“Through our partnership with Reitan and integrating Oatly into coffee machines for the first time on this scale, we can make plant-based alternatives a natural part of everyday life for millions of people across Sweden. This is an important step for the plant-based movement and part of our mission to place Oatly everywhere to reduce people’s dependence on dairy products and encourage more sustainable consumption habits”, says Jonas Persson Follin, General Manager for the Nordics, Oatly.
Oatly CEO Toni Petersson reported its third quarter results for the three months ending September 30, 2022. revenue of $183 million were “below expectations”, despite improving by 7% compared to the same period in 2021.
The Reitan convenience store operates the brands Pressbyrån, 7-Eleven and PBX in Sweden. The Trondheim-based company is also active in Norway, Denmark, Finland, Lithuania, Estonia and Latvia. Reitan has an annual turnover of approximately NOK 100 billion (USD 10 billion).