Starbucks Introduces Self-Developed Alternative Milk 'Oat Milk'... Expanding Plant-Based Beverages

[Asia Economy Reporter Seungjin Lee] Starbucks Coffee Korea will officially introduce "Oat Milk," a plant-based alternative milk, as the default option starting from the 24th.

This introduction of oat milk is the first new plant-based beverage option in 16 years since the introduction of soy milk in 2005. It was planned to expand the eco-friendly beverage category and provide customers with new beverage choices that consider both the environment and health.

The newly launched Starbucks-exclusive oat milk was developed in-house to pair well with Starbucks' unique espresso roast beans and various Starbucks beverage menus, differentiating it from existing oat milk products sold on the market.

Starbucks oat milk features a rich and nutty oat flavor and uses oats high in dietary fiber, characterized by lower calories and sugar compared to regular milk. It was developed exclusively for Starbucks to create smooth foam easily when steamed.

Oat milk incurs an additional charge of 600 KRW, the same as other customized beverage options, but is offered free of charge when paying with a Starbucks Card.

Since launching the "Oatmeal Latte" in 2017, Starbucks has continuously expanded customer experience with oat milk by releasing various products such as the "Oat Green Tea Latte" and "Real Nut Oat Mocha" in 2018, "Oat Strawberry Banana Blended," and "Hazelnut Oat Chocolat" in 2020.

In particular, the "Cold Brew Oat Latte," launched in April this year as the first oat milk beverage available year-round, has been well received, selling approximately 1 million cups within five months of release. This success reflects the growing value-driven consumption culture of the MZ generation (Millennials + Generation Z) who care about the environment and the increasing customer demand for plant-based alternative milk.

Jung-hwa Lee, head of the Starbucks beverage team responsible for oat milk development, said, "We hope the consumption culture of beverages that consider the environment and health will spread through oat milk beverages. We will continue to focus on developing various plant-based beverages that consider customer preferences and trends."

Meanwhile, Starbucks announced in April through its mid-to-long-term sustainability strategy project "Better Together" that it will continue to strengthen plant-based alternative products that reduce greenhouse gas emissions and consider the global environment.

This content was produced with the assistance of AI translation services.