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Icelandic Provisions dips into oat milk with new skyr product

American dairy company Icelandic Provisions launched its first plant-based product, Oatmilk Skyr. When the product rolls out across the U.S. at Whole Foods Market locations, the company says that it will become the first oat milk skyr on the market.

The oat milk skyr will come in six flavors: Plain, Mixed Berries, Vanilla Bean, Raspberry, Mango Passionfruit, and Cold Brew Coffee. Each flavor will be sold in 5-ounce individual cups for $1.99 and the Plain and Vanilla Bean varieties will come in 17.6-ounce multi-serving containers for $5.99.

Icelandic Provisions’ oat milk yogurt is made with more than four cups of oat milk in each 5-ounce serving, providing 10 grams of protein and between 8 and 9 grams of sugar in each cup.

“For the non-dairy consumer, this is a game-changer. The taste and texture are unparalleled and it’s made with only the simplest, cleanest ingredients. For the flexitarian or dairy eater, this range easily allows you to incorporate more plant-based products in your lifestyle without sacrificing taste or nutrition,” Icelandic Provisions CEO Mark Alexander said in a release.

Not only is oat milk a game-changer for consumers, but it is also changing the game for the dairy industry. During the course of 2020, oat milk became the second most popular plant-based milk following almond milk, which has 63% of the total non-dairy milk market, according to SPINS data. However, although it remains behind almond milk in the overall popularity contest, the grain-based milk grew 350.8% between September 2019 and September 2020, far outpacing the growth of other products in the segment.

As oat milk has gained visibility, more and more companies are looking to incorporate this dairy alternative into their roster of plant-based products. The yogurt category has found this alternative especially appealing. Chobani, Nancy’s and So Delicious all offer oat milk yogurt alternatives that have garnered widespread publicity in recent months. However, milk alternatives is where oat milk is really making its presence known. Oat milk has made such a splash in the industry that the Swedish oat milk brand Oatly made its initial public offering on the U.S. stock market. It is also worth noting that the brand now has its own oat-based yogurt product.

Icelandic Provisions' latest addition to its portfolio is a clear indication that oat milk has transformed from a trend to a driving force in the plant-based alternative market. The company noted that the production of this skyr took years but that “we are so proud of the finished product because there’s truly nothing like it in the non-dairy world.”