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.

That’s just porridge milkshake then? I used to drink oatly the blue one that’s supposedly like semi skimmed milk. Used to have 4 coffees a day with it. I decided to cut it out as wasn’t feeling great and within 3 months I’d lost a whole stone and that was the only change I’d made ??! So I don’t think oat milks are very healthy

I've had this exact conversation with DP. Smug? Wanky name too.

I walk past this every single week in the supermarket and ask myself the exact same question OP!!

Interesting idea. IMO oat milk has the creamiest, milkiest mouthfeel of any of the non-dairy milks. Skimmed milk is thin and grey, and IMO tastes like dishwater. I can imagine that this blend might give you the calcium and the low fat of skimmed, with the richer mouthfeel of ss or ff milk.

I'm so interested you made a post about this because I thought the same. Who on earth is it supposed to appeal to? Oat milk tastes very different to dairy milk as well. I can't imagine a Venn diagram where this customer exists! Thank you for posting this, in my list of everyday annoying niggles this comes top at the moment 😁

I have to admit that I assume oat milk is for people that can't drink nice milk. So what exactly is the point of this bastard liquid? (TM)

This is a product line that will fail.

It's baffling that whoever is making it is making it.

Wondering the same when I saw an advert for it! Very weird

This was exactly my thought

Like everyone else when I saw the advert I thought WTF
That's a NO from me

My thoughts exactly when I saw the ad.

I can think of loads of people it isn't aimed at. 🤔 Even if you were tempted the name would put you right off.

If I saw the ad and still don't know who'd buy it, I'm not sure the ad has worked...

Oat milk is ultra processed and full of additives so I can't see what the health benefits of this would be. Very odd marketing.

Also smug reminds me of smeg from Red Dwarf.

Depends what oat milk you buy. Mine for example only has 3 ingredients and none of them are nasty or artificial additives. There are some ‘cleaner’ brands, albeit a lot more expensive.

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It says it has 30% less fat than semi-skimmed milk.

Semi-skimmed milk has 1.8% fat so that's 0.54% less fat....not exactly much of a health claim is it?

Making smoothies

we wondered this, and then thought it is probably for milk drinkers that want a lower carbon footprint than pure milk. Whatever, it is certainly walking off the supermarket shelf.

It's not particularly nutritious, especially with fewer additives.

I know. I don’t drink it for nutrition, it’s simply just the closest alternative that I’ve found over the years to cows milk. It’s an ethical decision.

Agreed, I thought it was weird. Although I make my own beauty products and oat extracts are being used a lot now too create a silky feeling to products, maybe it's that?

I dont buy it for its nutritional properties

I don't get it. I use oat milk for ethical reasons and don't see any point mixing the two as people want oat milk for that reason or for dairy intolerance. Not quite sure who this is aimed at.

I nearly got caught out by this. 13 month old is lactose intolerant and this could have been unpleasant. I had a look on their site to see if they acknowledge this at any point - they don’t. I’ve also been wondering what the point is

As opposed to cows milk which is full of hormones, antibiotics, pus and blood from mastitis? Not forgetting the associated slavery, rape and eventual murder?
Try harder 🙄

It’s like someone hired the Apprentice candidates to create and market a brand.