TRENOS SiGINT: Oat Butter Breaks Out as NZ’s Oaty Butter meets a global oat-milk-butter moment

JC Analyst– 18 Aug 2025

Oaty Butter Ai Depiction

Signal Summary:

Oaty Butter (Butter Luxe Co) wins New World Emerge with an oat-based spread fortified with prebiotic fibre and plant protein, positioned as NZ’s first of its kind. The prize matters in the form of a fast-track shot at nationwide New World shelves plus mentor support — i.e., real retail pipes, not just PR. Globally, oat-milk-butter is no longer a novelty: Miyoko’s expanded its Oat Milk Butter line in 2024 (Garlic Parm; Cinnamon Brown Sugar) and lists the core salted SKU at major US grocers, signaling a bona fide sub-category. Market wise, plant-based butter is a steady grower (≈$2.47–$2.62B in 2023–24; ~6% CAGR to ~$3.7–$4.0B by 2030), so an oat-led, function-forward spread has wind at its back.

Human Factor:

Breakfast is the battleground. A spread tasting “like butter,” adds fibre, and rides the oat-milk halo can win over flexitarian households, school lunchboxes, and office toast clubs. If Oaty Butter nails price and smear-ability, it becomes a weekday habit, which is how alt-dairy quietly scales. (Miyoko’s creator reviews and shelf presence show consumers already “get” oat-milk-butter.)

TRENOS Metrics Snapshot

Field	Entry
Signal	Oat-based functional spread (Oaty Butter) wins New World Emerge. foodstuffs.co.nz
Data Point	NZ’s first-of-its-kind oat spread with prebiotic fibre + plant protein; Emerge winners get a shot at nationwide New World ranging. foodstuffs.co.nz
TikTok Views	No consolidated hashtag; early creator posts around oat-milk-butter exist (e.g., product reviews/recipes). Qualitative signal: emerging. TikTok+1
Retail Footprint	Potential: New World nationwide (pending). Global context: Miyoko’s Oat Milk Butter sold at Whole Foods/US chains. foodstuffs.co.nzWhole Foods Market
Ingredient Format	Oat-based, prebiotic-fortified (NZ); cultured oat-milk butter variants in US (Miyoko’s). foodstuffs.co.nzMiyoko's Creamery
Product Range	Spreadable butters/spreads; US: salted + flavored oat-milk butters (Garlic Parm, Cinnamon Brown Sugar). vegconomist.com
Consumer Segment	Flexitarians, lactose-avoidant, family breakfast/snacking; function-seekers (fibre). foodstuffs.co.nz
Brand Origin	Butter Luxe Co (NZ); global context: Miyoko’s (US). foodstuffs.co.nzMiyoko's Creamery
Export Status	NZ brand early-stage; domestic scaling first via supermarket ranging; export optionality once velocity proven. foodstuffs.co.nz
Trend Classification	Alt-dairy upgrade; oat-milk adjacency; functional spreads. foodstuffs.co.nz
System Pressure Point	Supermarket gatekeeping + price/taste parity vs dairy spreads; need for velocity and consistent supply to hold shelf. foodstuffs.co.nz

PFN News Story Link

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