WEALTH October 1, 2025 0 Comments

Oatly’s Secret Irish Play: Why This Bold Move Could Shake Up the Entire Plant-Based Market Overnight

Ever wonder what it takes for a brand to truly plant its roots in a new market—like, not just dipping a toe, but diving headfirst into the deep end? Well, oat milk pioneer Oatly is answering that question loud and clear in Ireland. After years of riding the wave alongside Richmond Marketing and watching sales skyrocket by a sizzling 50%, they’ve decided it’s go big or go home time. Enter Dónal Comerford, a seasoned exec fresh from the big leagues at Diageo and Richmond, now captain of Oatly’s dedicated Irish team. This isn’t just about expanding shelves or ticking boxes—it’s about brewing up a full-on oat revolution in cafes and stores across Ireland, tapping into coffee culture trends that have taken cities like LA, Seoul, and London by storm. With fresh logistics near Dublin and an office buzzing in Portobello, plus plans to roll out new, tantalizing oat-based delights in 2026, Oatly isn’t just following consumer shifts—they’re shaping them. And get this—a blind taste test revealed that a hefty 58% of Irish dairy drinkers actually prefer their coffee with Oatly. Surprising? Absolutely. Exciting? You bet. Ready to see how this oat milk tale unfolds? LEARN MORE

Oat-based drinks Oatly has announced the establishment of a dedicated team in Ireland, signalling a major commitment to growing its footprint in the Irish market.

The move will be led by Country Manager Dónal Comerford, a seasoned FMCG executive with experience at Diageo and Richmond Marketing.

Comerford is tasked with spearheading Oatly’s direct operations in Ireland following several years of strong growth through its distribution partnership.

“Establishing our own dedicated team here in Ireland is a natural and exciting evolution for Oatly,” Comerford said.

“After a three year partnership with Richmond Marketing, which saw Oatly sales surge by over 50%, it felt like the right time to make this move.

“Tastemaker markets such as LA, Seoul and London are seeing an evolution of consumer habits in coffee shops, where it’s all about Oat Matcha Lattes and Iced Oat Lattes.

“Oatly is passionate to support the development of these trends in Ireland.

“Our team of seven have a background in FMCG, Tech, and Coffee, and are focused on partnering with coffee shops and retailers to create amazing taste experiences for their customers and partners.”

The new Irish team will focus on brand building, expanding retail and coffee shop availability, and supporting local consumer trends.

Oatly has invested in logistics facilities near Dublin and opened an office in Portobello, establishing a full end-to-end business operation in the country.

“We’ve invested in a full end-to-end business here with logistics facilities near Dublin and an office in Portobello,” Comerford added.

“Retail, coffee and foodservice are industries that place high value on real relationships and appreciate suppliers that truly understand their customers.

“We’ve created roles that are pivotal to understanding and responding to local nuances and culture…

“Since the team has been in place, we’ve expanded the range, with three chilled products now available in retailers, and I’m really excited for some amazing product launches planned for 2026 that will really appeal to those interested in drink trends and sustainable food choices.”

The announcement comes as new research highlights changing consumer habits in Ireland.

A blind taste test found that 58% of Irish cow’s milk drinkers preferred Oatly in their coffee, while seven in ten café customers choosing a dairy alternative opted for oat milk.

“We were stunned with the results of the blind taste test… It’s a really exciting time to be part of a growing category,” Comerford said.