[29 May/Food Navigator]

Swedish alternative milk brand Oatly is aware that almost all Chinese consumers have some level of lactose intolerance and is planning to massively increase its market share. The company has opened an office in China to prepare for the launch, and has brought out a new Chinese character to signify ‘’vegan milk’’ to help attract consumers. A study has shown 92 percent of Chinese adults suffer from some level of lactose malabsorption. Oatly is the world’s biggest oat milk producer and it is hoping to replicate the impact in China that it has had in Europe and North America.