Break-fest, which has been organised to promote the company’s latest rebrand, will be held at Brockwell Park in Lambeth, London, on 30 August. Singer Kyla La Grange has been confirmed as the headliner and will be supported by Swedish indie acts Urban Cone and Marigold.
Guests to the free festival will be given the chance to try a range of complementary breakfast dishes, such as blueberry muffins, pancakes and fruit smoothies, created by Oatly. In homage to the brand’s Swedish roots, a range of Scandinavian park games and activities will be available to play, including kaninhopping, also known as rabbit showjumping.
There will also be an Oatly tepee erected for guests to relax and eat in, as well as lie-in lounge, which promises a luxurious festival experience complete with ice-cold summer fruit smoothies.
Alongside the launch of Break-fest, Oatly has also announced a new partnership with Festival No 6, a cultural three-day event held in Portmeirion, Wales. The deal will see Oatly conduct sampling activity at the festival and a ‘road-test’ of its new range, as well as offering boutique campers a breakfast delivery each morning.
Toni Petersson, Oatly’s chief executive, said: "We’re looking to make our mark as we take the brand beyond the free-from shelves into a lifestyle proposition. Oatly offers a mix of super healthy, sustainable products and Swedish quirkiness. And as the kaninhop shows, we’re not afraid to have a little fun with it.
"We want to put a great big smile on people’s faces and Break-fest and Festival No 6 are the perfect opportunity to do just that."
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