Some global dairy companies, like Danone, are now selling billions of dollars worth of dairy milk alternatives annually.
In New Zealand, the growth has been slow but one company - Otis Oat Milk - has grown into a brand now stocked nationwide.
A freshly-inked deal with Countdown will put Otis, New Zealand's first homegrown oat 'milk' on the shelves at the supermarket giant's stores around the country.
Otis is also encouraging farmers to grow oats and will put 1% of its total sales towards projects that make oats a "viable and exciting farming alternative".
