Rather than answering a need, Oatly created one. Oat milk was not desired by the general public, so Oatly used coffee culture to establish itself. The brand created a milk that performed uniquely well for high-end coffee, then distributed its products through trend-leading artisan coffee shops using distinctive packaging and branding. The company rode the growing trend of flexitarianism to dominate the oat milk niche. Any brand can look for opportunities to expand beyond its category and look for new audiences to sell to (who might not even be looking for the product).