Smug milk.....who is it appealing to?

[GameOfJones]

I saw this in my local Tesco. Cow's milk mixed with oat milk. I actually thought it was a vegan milk alternative as it was next to the Free From section.

I must be missing something, but who is buying this? Obviously if you're vegan or have a dairy intolerance you can't drink it, but if you're a dairy milk drinker what would be the appeal? I saw it was marketed as "30% less fat than semi skimmed milk" but it still has more fat than standard skimmed milk.

From the ingredients it's just semi skimmed milk with a bunch of random crap added to it and 1.5% oats. But I'm genuinely curious who their target audience are.

Gosh I have wondered this too; they have a whole range of products. I just don’t get it.

You took the words out of my mouth, I just saw an advert for this. There is also a mixed cheese. Who is this for? Is it a gateway product before going full oat?

Never heard of it and can’t quite imagine the target demographic for all the reasons you already pointed out!
But I don’t drink milk of any kind (cow, oat, goat, soy, almond, whatever) so my knowledge of milk in general is poor.

I’m here because I would love to know the answer to this!

People who like the taste of oat milk but want the calcium of cow milk?

From the advertising hook about the fat, maybe it has a consistency like semi-skimmed and is less 'thin' than the skimmed?

Various 'what? why?' products out there on shelves.

Ha! I say this every time the advert comes on. Not just me then!

I've wondered the same thing!

I thought the marketing imperative of branding is to offer a lifestyle we can aspire to. Who on earth aspires to be Smug?!

So I do mix semi skimmed and oat milk in the frother for coffee as I find it the perfect taste/ consistency but I just buy them separately and mix them myself as I put dairy milk in tea and the kids don’t touch oat.

I'm intolerant to oats (even gluten free ones) so I can't tell you what it would taste like but I'm guessing porridge? Who wants to drink that? Is it more filling than regular milk?

So many questions

I'm intolerant to oats (even gluten free ones) so I can't tell you what it would taste like but I'm guessing porridge? Who wants to drink that? Is it more filling than regular milk?

So many questions

While I can’t see the point of this, and am confident it will inevitably fail…

… what is the branding about? Smug?

Sounds like they think their potential consumers are twats too.

Smug ? What sort of branding is that

Do you think it was thought up by Apprentice candidates? A product with a terrible name and no obvious target market.

As if dairy farmers did haven't problem's already!

I HATE the advert.
Milk and oat milk squirting at each other in an orgasmic mix - yuck 🤢

lol my thoughts exactly

I also wondered the same

I thought this when I saw the advert too 😆 I can't eat oats, only thought it might be good for someone who is trying to reintroduce milk into diet at end of milk ladder. My nephew has oat milk mixed with cows milk as he is trying to tolerate milk more but it's quite niche I am surprised it exists!

Stay on these boards long enough, you'll see

Better than Oatly's snide packaging.

Excellent point! There was a thread the other day asking how much equity MNers hold in their home. At the time I read the thread 90% of respondents were 100% smug 😏

Apparently it’s to give the the goodness of dairy & plants and the taste of dairy but with with lower sat fats and less climate impact than standard dairy.

I saw they do butter and cheese as well as milk.

I’ll stick to plant based stuff.

If a veggie or vegan person doesn’t want to eat/drink dairy they will find a non dairy they like not a mixture. If instead they really can’t have a cuppa without dairy they will think that this halfway house is a pointless compromise and probably just carry on having dairy milk in tea.

Then there’s the name. Why is this weird mixing truck smug? Who wants to be thought of as smug?

A weird waste of shelf space

Oh my goodness, I'm not the target audience I'm sure and HATE the name but this would be the perfect milk for me 🤣. Love the taste of oat milk but also want it a little lighter sometimes. Gosh, I don't want to buy it but....