Plant-based brand Oddlygood has launched a limited-edition Caramel Waffle Oat barista drink, to leverage the increasing demand for flavoured at-home coffee this autumn.

The drink will launch exclusively in Sainsbury’s on 11 October and is inspired by seasonal bakery flavours.

The new product aims to give off the experience of a bakery in a cup. This launch comes as the flavoured plant-based drinks category gains significant momentum.

The segment has grown 11 per cent year-on-year, ahead of unflavoured plant-based drinks, which are now worth £19m.

Additionally, the business has the goal of recruiting new and lapsed shoppers into the category, with the brand’s research revealing that 66 per cent of new users and 58 per cent of lapsed users expressed interest in different flavoured coffees.

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Oddlygood has launched it in a 500ml format, which is half the standard 1l size and was created to lower the barrier to trial.

This is part of the brand’s ongoing innovation pipeline as it aims to expand its overall customer reach at retailers.

Sam Maguire, UK country manager at Oddlygood said: “As consumers become more adventurous with their at-home coffee choices, flavour presents a real opportunity to bring excitement to the plant-based category and encourage more shoppers in.

“Our Caramel Waffle Oat Barista Drink taps into that appetite for something new, combining an indulgent, seasonal flavour with the frothability consumers expect from a barista drink. We believe it will give existing plant-based shoppers another reason to buy, while helping tempt new consumers into the category.”