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Oatly: The New Coke

Oatly: The New Coke

By Nat Eliason Almanack

Oatly: The New Coke

Fool me once, shame on you...

Aug 7, 2020 · 14 min readUpdated Feb 3, 2026

Hey! Nathan here. This week we have a guest post by Nat Eliason, who you might know from his newsletter Almanack. The post is about a company called Oatly that’s gaining steam using a questionable marketing strategy. It’s a bit different from Divinations’ usual fare, but I think you’ll love it.

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