I am amazed at what can be accomplished when people put their mind to it. It seems that a Swedish company took on the challenge of creating a nutritious and tasty liquid that didn't require a living cow to process it! They created Oatly, and the mission has naturally evolved to deliver a dairy substitute without taxing the planet’s resources in the process. That's a mission I, and all Millenials can get behind. Its impact is negligible; it is free of Gluten, dairy, 100% nut, peanut, dairy, egg, and soy free, non-GMO, and even Kosher! It's a superfood (super drink?), my friends. Even the packaging is 100% recyclable. While this product is not new, they recently opened up their first US manufacturing (in New Jersey) to accommodate the explosive demand. While they are selling direct to consumer, they also must use the traditional distribution channels given the nature of the product and natural buying habits of the consumer. What I do know is that with a plant-based drink that tastes this good, and a brand that is this authentic, Oatly has found a winning formula.