In 2024 a company launched a cow’s milk/oat milk hybrid, which didn’t market to existing milk drinkers, was not vegan, wasn’t lactose free, and sank £4 MILLION into advertising just to pull it less than 2 years later for, unsurprisingly, low sales
by JinxXedOmens
32 Comments
What justification did they give for making this? Like what did their ideal customer look lik
Even the name sucks
i would had been their perfect customer, not vegan or lactose intolerant and love taste of both
We currently have a yoghurt variant in the Netherlands [eetzuivel](https://share.google/OptfesBR5w7wbDksv)
this is like selling books in braille that teach how to read written letters
In 2019 a company in my country had a similar idea where they invented a “veggie steak”…that contained 30 % meat. Unsurprisingly no-one bought it.
Read that as goat milk at first.
“Smug” is definitely what the founder felt like while coming up with this dogshit idea thinking he is going to get rich.
It’s kind of like taking half a bottle of alcoholic and half a bottle of non-alcoholic beer, mixing them into one and voila, a new product.
Sooooooo, I misread and thought it said *goat* milk & cow milk
The name is what irritates me. I think the average person would hear the word and immediately associate it with negativity. When I think of it in terms of the product I would associate it with someone with a holier than thou attitude that thinks that they’re better than either vegans or people who consume animal products.
I’m not sure who the target audience would be for this product. I’m certain that they must exist. Maybe vegetarians who want to be lessen their animal product intake? Or perhaps someone like a friend of mine, who is OK with vegan milks but wants it to feel more like cow milk?
Does it have any health benefits over 100% cow’s milk? That’s literally the only thing that could make it make sense.
I once saw some frozen 50% veggie / 50% beef burger patties for sale and thought “who is this for?” Vegetarians can’t eat it and non-vegetarians have no need for it.e
Edited to fix words.
This looks like a goofy money laundering or tax avoidance scheme. Did the dairy + oat farm shuffle all its liabilities into Smug and then have it go bankrupt?
Reminds me a bit of an Olestra parody from many years ago: “now with 10% less anal leakage!”
Sounds interesting to bake with
Smug. This was the guy that came up with the name.
I actually would have drank this lol. I love dairy milk but sometimes too much at once would be too much on my stomach, and I love oat milk. So half and half is something I do regularly. I guess it’s just not niche enough to compete with one or the other, since people like me would just mix it ourselves 🤷🏻♀️
It did market to milk drinkers. I think the idea was to get people used to the idea of non-dairy “milk” alternatives. The name is just awful though.
You know, naming something “Smug” was probably strike one.
The customer was the guy who thought of it.
we need Khaby lame mixing oamilk and cow milk in a cup.
I go to a specific coffee shop on the way to work because i’m friendly with the staff and they’ll make my latte with half oat and half dairy lmaooo. they say it’s kind of a pain in the ass but don’t really mind. it’s a perfect latte combo imo.
still a stupid food tho
Lmao wankers
Richer than oat milk but more refreshing than cow’s milk. I don’t hate the idea but definitely a niche
Who invested in this thinking it was a good idea?
Not so smug now are ya?
These idiots also sold cheese with oat milk in. It was as disgusting as you can imagine.
They brand name and quirky packaging…. probably thought they had a “liquid dead” moment where you could get customers even if it looked like it appealed to 2 polar opposites (alcoholics,and health conscious “water only” types) by having “cool” packaging…they didn’t considered that the “benefit” was to socialize in the “alcohol group” WITHOUT abandoning your own “water only” mentality.
Oat milk by its own already was the “yeah I drink milk….but I worry about the environment and maybe have a health reasin to avoid cow” appeal of NOT abandoning “milk” altogether.
This rather than giving “alternatives” or “blending the end users” just said “fuck you” to both “cow is better because whole nutrition” and “oat is better because plant” crowds and forces BOTH to ABANDON whatever reason they have to consume one or the other.
The kids love dirty sodas, this is a dirty oat milk. It can’t miss!
Dumb af, incroyable