________________________________________________________________________________________________________________________
persuading more retailers to bring their production to the UK from Europe. Thirdly, we want more consumers to buy our drinks! Penetration of oat drinks still sites below one household in four in the UK, and we believe the quality and consistency of our product beats own label competitors. Part of the natural growth in the market is due to production becoming more affordable. If oat milk was the same price as dairy milk on supermarket shelves, I think we would sell a lot more.”
Alongside reducing the price of oat milk, Framptons is also looking to boost customer awareness around local production in the UK. To capitalize on this, it has launched its
own brand, which celebrates its origins with a Union Jack on the cartons. James explains:“ The Wessex Oat Company came about because we were being asked for an oat milk that people could clearly understand was produced in the UK. Some of the brands we pack for were not choosing to put‘ Britishmade’ on the packaging. We are selling this product to export, wholesale and foodservice rather than to supermarkets and competing with our other brands.”
Plant-based protein
Soy milk is another area of the business that is expanding alongside the recent successes of oat-based products. James highlights the exciting developments:“ Although we are
110