Case Study: Oatly boosts subscription revenue 188% and doubles LTV with ReCharge

Oatly - Customer Case Study

Oatly, the Swedish oat‑milk brand, needed to build a direct‑to‑consumer subscription business in the U.S. while preserving its branded experience. The company faced low public awareness for perishables subscriptions, required a complete Customer Portal overhaul so subscribers could easily skip, pause, or change deliveries, and wanted to offer convenience rather than relying on discounts. To solve this Oatly worked with ReCharge, using the ReCharge app and Theme Engine to deliver a tailored subscription experience.

ReCharge implemented a dedicated Oatly Subscriptions landing page, an FAQ to address subscriber questions, an on/off toggle on product pages, and portal features that let customers change delivery timing and pause instead of canceling. As a result, Oatly saw a 188% increase in monthly recurring revenue, doubled subscribers within three months, and more than doubled lifetime value for subscribers — all driven by the ReCharge subscription platform.

Oatly

CheyenneThayer

E-commerce Manager