AUSTRALIA | OMG Group has secured a Letter of Acceptance from Woolworths Supermarkets confirming an extension to its Oat Milk Goodness PrOATein ready-to-drink (RTD) range.
The three new products will take the total OMG PrOATein range to five, all of which will be stocked nationally across Woolworth’s 943 stores from next quarter.
Under the agreement, three new high-protein flavours, including Matcha & Strawberry PrOATein, Banana & Peanut Butter PrOATein and Salted Caramel PrOATein, will be introduced nationally, with on-shelf rollout scheduled for late May to early June 2026.
Notably, the Matcha & Strawberry SKU is the first product to utilise premium-grade matcha secured under OMG’s recently executed Japanese supply agreement, marking an important step in enhancing product differentiation and ingredient authenticity within the range.
The flavours form part of the Company’s broader national product strategy and are not exclusive to Woolworths, with distribution also planned across other grocery, petrol and convenience channels in line with OMG’s multichannel sales strategy.
The extended range builds on the Company’s previously announced expansion within Woolworths, including the material uplift in the initial two PrOATein RTD range across 943 Woolworths locations.
The continued expansion reflects Woolworths’ confidence in the Oat Milk Goodness brand and the performance of the Company’s high-protein functional beverage portfolio. This follows the successful execution of the Company’s Summer of Cricket marketing campaign, which materially increased brand awareness, retail engagement and consumer pull-through during the peak summer trading period.
Management believed the campaign acted as a key catalyst in strengthening retail engagement and supporting the decision to broaden the RTD range nationally.
“Receiving another national ranging extension from Woolworths is strong validation of the Oat Milk Goodness brand and our ability to execute at scale. It follows a very successful Summer of Cricket campaign, which utilised our existing brand ambassadors and significantly increased consumer awareness and engagement, and we believe this momentum has supported recent sales growth, as well as expanded ranging discussions," said OMG Group Chief Executive Officer, Alex Aleksic.
"Importantly, these new flavours are part of our broader national growth strategy and will be available across multiple channels, not solely Woolworths. With rollout scheduled for the coming months, we are well positioned to capture sales growth through the winter trading period and continue building distribution and brand penetration across FY26.”
The addition of three new flavours expands the Company’s footprint within the fast-growing high-protein and plant-based beverage segment, aligning with evolving consumer demand for convenient, functional nutrition solutions.
The rollout is expected to enhance shelf presence, support incremental sales growth and further consolidate OMG’s position within the ‘Better for You’ FMCG category during FY26.
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