Oatside, a Singapore-based oat milk brand operating in 19 markets globally, launched a new soya and almond milk line March 9 under the Nobo Soy brand name, marking the company’s expansion beyond its core oat milk product category.
The launch includes two flavors: Nobo Soy, characterized as smooth, slightly sweet and lightly roasted, and Nobo Almond Soy, which offers a nuttier, more vegetal taste profile. Both products feature thick and creamy textures designed to appeal to local consumer preferences.
Benedict Lim, Oatside founder, stated the company aims to rejuvenate the plant-based milk sector, particularly soya and almond milk categories that have seen declining interest among younger demographics despite continued strong oat milk sales.
“Soya milk isn’t something you can get excited about any more, so hopefully we can get people talking about it again, posting about it on social media,” the 35-year-old told The Straits Times.
Clean label formulation targets health-conscious consumers
The Nobo Soy products contain no added oils, gums, emulsifiers, or protein powders, targeting health-conscious consumers aged 20 to 35 who “like working out and are looking for something guilt-free and nutritious, but also tasty,” according to Lim.
Nutritional analysis shows Nobo Soy contains 4.2 grams of protein and 4.8 grams of sugar per 100 milliliters, earning a B Nutri-Grade rating under Singapore’s nutritional labeling system. By comparison, the same portion of Yeo’s soya bean milk contains 2 grams of protein and 5 grams of sugar, while NutriSoy’s Original Fresh Soya Milk contains 4.3 grams of protein and 4.9 grams of sugar.
The clean label positioning reflects broader consumer trends favoring minimal ingredient lists and recognition of components in packaged foods. Plant-based milk manufacturers increasingly compete on formulation simplicity alongside taste and nutritional metrics.
Proprietary extraction technology
Oatside developed custom-made double extraction technology to address flavor challenges traditionally associated with soya milk. The process involves roasting non-GMO soya beans sourced from Canada followed by flash-cooling, eliminating what Lim describes as the “beany” taste common in conventional soya milk products.
Lim compared the resulting flavor profile to kinako powder, a roasted soybean flour used in Japanese cuisine known for its nutty, toasted characteristics rather than raw legume notes.
The extraction technology represents product differentiation in a crowded plant-based milk market where flavor palatability remains a primary barrier to broader adoption. Consumer research consistently identifies taste as the leading factor influencing plant-based milk purchase decisions and repeat consumption.
Market positioning and competitive landscape
Oatside’s expansion into soya and almond milk occurs as the company maintains growth in its core oat milk business across 19 international markets. The brand has established presence among young adult consumers, particularly millennials and Generation Z demographics that have driven oat milk category expansion globally.
However, Lim observed declining excitement around soya and almond milk among these same consumer groups, creating what the company views as an opportunity to reposition traditional plant-based milk categories with reformulated products targeting contemporary health and taste preferences.
