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  "documentTitle": "Oatly | Results Presentation Deck | 43 slides",
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  "notes": "The slide uses a before-after framing to show the efficacy of the 'It Works in Tea' campaign.",
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      "kind": "callout",
      "text": "78% OF VOLUME GROWTH FROM SHOPPERS NEW TO THE PLANT-BASED DRINKS CATEGORY",
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      "text": "OATLY UK SEMI OATMILK BASE VOLUME VELOCITIES",
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      "text": "OATLY UK SEMI OATMILK SOURCES OF VOLUME CHANGE",
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      "text": "Source: Circana, Major Multiples, Weekly sales. Kantar Worldpanel, Total Market, Volume Source of Change, 12 w/e 29/12/24 vs. 12 w/e 08/09/24.",
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      "text": "FIRST STEP IS HIGHER-RELEVANCY, INTEGRATED BRAND ACTIVATIONS",
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