Avonmore Oats launches in China and the USA

Tirlán consumer category has embarked on an exciting journey in the growing plant-based market with the launch of Avonmore Oats in Ireland in May of last year and the roll-out of Avonmore Oats into China and Truly Gluten Free (TGF) Oat Milk in the USA.

The launch of the oat beverages is another example of our commitment to providing our consumers with choice, using the highest quality, Irish farmed ingredients – fully traceable oats. Furthermore, our oat beverages have a minimal number of ingredients and taste great, which sets us apart from our competitors.

Oat-based products, including oat drinks, are experiencing a significant market growth in China due to their perceived health benefits. Several international brands such as Oatly have contributed to increasing their awareness and are fuelling demand for oat-based beverages.

Avonmore Oats Barista was officially launched at China’s biggest Coffee Festival in Shanghai in October 2023. The product is distributed by Yifan, a major distributor with branches in nine key cities, cooperating with more than 1,000 retailers and sub-distributors across the market. Our focus is to develop the Tea and Beverage channel and eventually build momentum on ecommerce and retail channels.

The US plant market is also experiencing robust growth, with oat milk in particular demand. This is due to its nutritional profile, versatility and more favourable environmental sustainability factors versus other plant products.

We will be launching the Original and Extra Creamy SKUs in the retail channel in February 2024, starting with some key retailers such as The Fresh Market.

Thanks to all the cross-functional teams for bringing these products to market. Here’s to the success of Avonmore Oats in China and to Truly Gluten Free Oat Milk in the USA. This is just the beginning of our ambitious innovation journey in the plant/oat category.