Oat Milk Goodness (OMG) Group’s Barista Oat Milk will now be available in over 350 additional Woolworths supermarkets from November, with the brand receiving a notice of distribution increase for its popular oat milk.
OMG was co-founded by Australian cricketer, Steve Smith, and initially launched in Woolworths stores in March 2023. It was acquired by health and wellness food company, Forbidden Foods, last September for $3.42 million, which yielded immediate results – with the company recording a 44 per cent increase in sales in October 2024, as well as cost savings and a stronger outlook.
OMG Group’s 1 Litre Barista Oat Milk will now be sold in 900 Woolworths stores across the country, marking an increase from 544 stores previously. The company stated this decision provides unparalleled exposure for the product and highlights ongoing uptake from consumers through the retailer.
The increase in store count complements existing ranging with Woolworths, which currently includes the Company’s PrOATein milk SKUs, currently being sold through 466 Woolworths stores in Australia.
Forbidden Foods CEO, Alex Aleksic, said the company was pleased to have Woolworths’ confidence in the OMG range highlighted by the notice.
“The increase in store count marks another pleasing development across our broader multi-channel sales strategy, with momentum through a number of outlets,” said Aleksic.
“We are in advanced discussions with a range of new and existing groups to further this in the coming months and I look forward to providing you with updates as developments materialise.”
