Top 10 Outstanding Startups of Startup Wheel 2024
YOGURT AND MILK TEA MADE FROM OATWAY NUT MILK
A Story of Innovation Born from Love for Children
Recognizing the value of pure, natural, nutritious oats, Oatway’s journey began at a kindergarten where delicious, refreshing oat-based drinks were developed and incorporated into the children’s daily diet for nearly 10 years.
Behind this endeavor is Phạm Thị Thúy An, the founder and CEO of Oatway. With a distinctive business mindset, she has nurtured and developed Oatway, allowing it to grow each day in a unique way.
Understanding the nutritional benefits of oats for health, the founder of Oatway realized that while oats are beneficial, they can quickly become monotonous if consumed continuously. This sparked the idea of creating an oat-based milk with an elevated taste, shifting the experience from something that “has to be eaten” to something people “get to enjoy.”
She shared this vision with her team, and they embarked on creating their first prototype: a fermented oat yogurt drink. The team dedicated seven years to developing this product, a process that required significant perseverance and resilience.
“In those seven years, the amount of unsuccessful batches of milk that had to be discarded could likely fill ponds,” she reflected. Because it was a unique product with no direct comparisons, accurate measurement was challenging. Finally, in 2019, they succeeded in their R&D efforts. After launching a two-year market test, Oatway officially introduced the product in December 2021 with plans for a full-scale rollout,” An shared in an interview with Cafebiz.
Guided by the principle of “authentic business rooted in core health values,” Oatway continues to innovate products that are “not only delicious but also beneficial for health.” They aim to spread these values, building a healthier, happier future for the community.
What makes Oatway different
During the golden age of milk tea, about 10 years ago, any new milk tea brand entering the market was almost guaranteed success. Now, as the market has become saturated, Oatway’s products stand out by offering customers a fresh and distinctive taste experience.
Oatway’s products stand out not only for their premium quality but also for a strong commitment to consumer health. The brand distinguishes itself by combining natural nutrition, clean ingredients, and minimal processing methods to preserve the nutritional value of oats.
Founder Phạm Thị Thúy An’s vision began with the recognition that oats are high in health benefits but may not appeal as a daily food due to taste fatigue. This inspired her to create oat-based drinks with elevated flavors that make consuming oats enjoyable. By using only oats from international standard farms free from chemicals, Oatway provides pure, safe products.
Oatway’s products are known for their high soluble fiber content, aiding in digestion, blood sugar control, and cholesterol reduction, which aligns well with a healthy diet, especially for vegetarians, weight-conscious individuals, and those seeking nutrient-dense foods. Their oat-based yogurt can even replace a breakfast or snack, providing high protein, carbs, and healthy fats from plants.
In 2024, with strong investor interest, Oatway expanded partnerships with large retail chains, facilitating broader market access and increasing brand visibility. The brand also supports nutritional education and community well-being through CSR initiatives. As a finalist in the Startup Wheel 2024 competition, Oatway has garnered substantial market interest for its health-centric, plant-based products nurtured over a decade.
With a core value rooted in natural plant-based milk and over 10 years of dedicated research and development, Oatway has introduced beverages that are not only delicious but also beneficial to consumers’ health. This commitment has garnered significant attention and high praise for the brand at the Startup Wheel 2024.
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