YOOK Targets Asia and Middle East with Award-Winning Oat Milk Strategy
- PYD
- May 2
- 2 min read
Estonian oat milk brand YOOK is entering Asia and the GCC markets with a strong emphasis on purity, nutritional value, and taste. Fresh off a major innovation award win at Gulfood 2024, YOOK is seeking long-term distribution partners and aims to build a scalable, allergen-free, and sustainable oat-based product line tailored to evolving regional demands.
Insights & Strategic Moves:
Award-Winning Product with Market Readiness:Launched in early 2024 across Estonia, Latvia, and Lithuania, YOOK’s Organic Oat Drink won “Best Health and Wellness Product” at the Gulfood Innovation Awards in Dubai. The recognition reflects both product quality and readiness for international expansion.
Strategic Focus Markets:YOOK is prioritising two high-growth regions—Asia and the GCC. Interest is already strong in South Korea, Vietnam, and Singapore. The brand is actively seeking distribution and investment partners to begin shipments, with flexibility to start small and grow collaboratively.
Focused Product Platform – Oats Only:YOOK's product development is entirely oat-focused to eliminate common allergens such as soy and nuts. This strategy allows cleaner labelling, operational simplicity, and stronger consumer trust. Current offerings include:
Vitamins & Calcium Oat Drink
Barista Oat Drink (HoReCa focus with foam stability)
Organic Oat DrinkNew flavours such as Chocolate and Mango are in development, with a broader range expected by the next Gulfood event.
Clean Label and Sustainability:YOOK positions itself as one of the purest oat milk brands in Europe. It uses only organic oat flakes and maintains a zero-allergen facility. Operations are powered by solar energy, with manufacturing byproducts converted into biofuel, underscoring its zero-carbon ambition.
Taste-First Differentiation Strategy:CEO Katre Kõvask emphasises that in the competitive plant-based drink category, “taste is everything.” YOOK invests heavily in food science and R&D to optimise taste and texture. This approach has earned accolades from both Gulfood and the International Taste Institute.
Scalability and Flexibility:Though currently produced in Estonia, YOOK is open to overseas manufacturing or private label partnerships to serve local needs efficiently. This agility allows the brand to adapt its footprint as market demand grows.
YOOK plans to scale across Asia and the Middle East by offering premium, allergen-free oat milk with award-winning flavour and sustainability credentials. Its single-grain strategy, fast product cycle, and global flexibility provide the foundation for rapid expansion.
In a crowded plant-based space, YOOK is winning on purity, product focus, and taste — positioning itself as a next-generation oat milk brand built for health-conscious, modern consumers across Asia and beyond.
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