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Library/Moment/Oatly barista shortage
Grade B20 sourcesHIS-01397

Oatly barista shortage

Moment · 2018 · Niche

33Editable slideCertificate

Oatly's barista shortage put cases on Amazon at asking prices of $200 or more.

Original · The Chipped Cup (@chippedcupny)

Red

@erinred · Aug 6, 2018

Seems to be another @OatlyUS shortage in NYC, and this is NOT how I want to start my week… 😩😩😩

669
Post · @erinred on X

Kent Holsinger @keholsinger@ecoevo.social

@keholsinger · Aug 8, 2018

Did you know there’s a shortage of oat milk? Did you even.know there was oat milk? buff.ly/2M2RLzY

736
Post · @keholsinger on X
Oatly Barista Edition carton
Oatly
A café sign announcing it now serves Oatly
Nick Richards / Wikimedia Commons, CC BY-SA 2.0
Three Oatly oat milk cartons
TIME
Oatly's It's like milk but made for humans billboard
Alfred London
Oatly Barista Edition cartons lined up on a café bar
VICE / Munchies
Illustration of a milk carton with a missing Oatly notice
TASTE
Oatly cartons among coffee cups
Delish (via Yahoo)
Oatly carton beside a stack of pancakes
FoodNavigator-USA
Starbucks drinks beside an Oatly carton
FoodNavigator-USA

Spread Score

How it works
ReachNo data yetContagion35Breadth30VelocityNo data yetLongevityNo data yet33

Numbers

Seed to milestone
9 months
Mar 15 ’18 to Dec 17 ’18
Platforms
5
Started on Instagram
Origin
Mixed
Food & beverage

Mechanics

  • Scarcity drop
  • Platform jump
  • Press loop
  • Resale market
  • Sell-out loopPrimary

How it spread

Trace the origin

Oatly entered US cafés before shortages prompted posts and national coverage in 2018. Amazon asking prices reached $200 per case. Resale reporting supplies the milestone anchor; Oatly later said its new US factory eased stockouts.

Documented milestone; not a measured attention peak.

Google searchesJan ’18MarMayAugOctDecFeb ’19MayOctMay ’20OctApr ’21MilestonePressInstagramXRetailOpen web
PressInstagramXRetailOpen web

13 more events on this chart

Join free to see them

Timeline (16)

  1. January 2018

    The New York Times / WRAL precursor · Jan 20 ’18

    The New York Times reported forthcoming grocery listings at Wegmans, Fairway and ShopRite.[1]

    Open the first post ↗

  2. March 2018

    The Chipped Cup (@chippedcupny) seed · Mar 15 ’18

    The Chipped Cup celebrated oat milk's return after a shortage on Instagram.[2][3]

  3. April 2018

    Bloomberg / SupplyChainBrain press · Apr 17 ’18

    Bloomberg reported that US cafés had gone without oat milk for days or weeks.[4]

  1. owner response · Apr 19 ’18

  2. press · Jul 30 ’18

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 12 sourced numbers and 20 sources. Start with a free account.

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Origin
Mixed
Sector
Food & beverage
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

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New cases, every week

How the next thing spread, the week it does.