Three Robins moves to Scottish Oats in new brand identity, recipe revamp

Oat mylk disruptor, Three Robins had unveil the new identity for its two core oat mylk lines, Barista Oat and Choccoriffic, just in time for their game-changing 177 Scotmid launch (Feb 25); secured courtesy of a popular "Scottish Favourites" initiative.

Initially launched back in 2022, Three Robins has added some much needed "underbird" momentum to a category for the most part dominated by big conveyor belt operations. Initially conceived by mother-of-three Karen Robinson, who was simply unable to source for her son a credible, plant-based milk that met her low-in-sugar yet rich in nutritional integrity needs, Karen has now evolved her recipes further by removing the last trace of added sugar that resided within the original Chocolate Milk, whilst removing the acidity regulator (dipotassium phosphate) from the Barista Oat Milk, further underpinning its "clean deck" credentials.

Three Robins has also now scaled sufficiently over the last year to transition 100 per cent to best-in-class Scottish Oats, a long-standing ambition for proud Dunediner, Robinson.

According to Karen, the thinking behind our new look engaging look was four-fold:

• Improve our shelf presence by playing to our bold, non-corporate strengths
• Create a brand with all-encompassing family appeal
• Clearly reaffirm our proud Scottish origins
• Underline the truth that our chocolate milk has 50% less sugars than any other flavoured milk drink (dairy or dairy-free) whilst celebrating the gluten-free nature of our Barista Oat Mylk

With latest Mintel data suggesting that 30% of UK consumers are searching the dairy-free aisle and one in four trying a milk-free substitute over the last 12 months, it’s clear to see the opportunity for a dairy mylk with appetite appeal, growth ambitions and a superior, vitamin-rich ingredient deck

"We may be a new voice in the chiller cabinet but thanks to timely grants from the likes of Scottish Enterprise, Food & Drink Federation Scotland and Mission Ventures we’ve been able to fast-track our range evolution," said Karen. "Of course, budgetary support is invaluable but we place just as much credit to like-minded voices who’ve been on hand to sense-check our thinking and provide moral support (Buy Women Built, The Kids Food Collective and Female Founders Rise)."