The top-selling Greek yogurt brand Chobani has launched “oat drinks” and “oat blends” to cater to the growing demand for dairy alternatives.

After running the largest yogurt facility in the world, Chobani CEO Hamdi Ulukaya is set to debut an entirely new product range, called Chobani Oat.

The company will unveil four oat drinks—plain, vanilla, chocolate, and plain extra creamy by January 2020.

There will also be a barista edition for caffeine lovers, and a range of fermented-oat yogurts available in strawberry-vanilla and blueberry-pomegranate, and Peach Coconut Crisp flavors launch this month.

Chobani’s decision to tap in to the alt dairy market also comes at a time when the dairy industry is facing a major upheaval as consumers are consciously looking for healthier, humane and eco-friendly options.

A recent study by Mintel indicated that 25 % of Brits prefer plant milk over dairy.

Oat milk demand

Oat milk is highly popular because it closely resembles cow’s milk in taste and texture.

Chobani president Peter McGuinness told Forbes:  “We think oat is the superior plant. [It] uses very little water, and it delivers more nutrition than coconut cream, almond milk, soy milk, or cashew milk. And it tastes better.” 

According to Nielsen, oat milk has seen the highest surge in sales spiking 636% in the 52 weeks that ended last month.

Milk farmers are seeing such a drastic decline in sales that many have downed shutters while others have switched to more lucrative alternatives.

America’s largest milk company, Dean Foods, announced bankruptcy after suffering losses for seven out of the last eight financial quarters

California’s Giacomazzi Dairy switched to growing almonds after running a milk farm for 125 years.

• Read: Ben & Jerry’s launches vegan ice cream burgers in the UK

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