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New Oat-Based Ice Creams by Vegamo: Vanilla and Matcha Meet the Plant-Based Market

15 July 2025

In an increasingly conscious and mindful food landscape, Atlante continues to drive innovation in the plant-based sector with offerings that meet the evolving needs of consumers. Under the Vegamo brand — a benchmark for plant-based nutrition in Italy — two new oat-based plant-based ice cream flavours are now available: Vanilla and Matcha.

A Market-Driven Innovation

The plant-based ice cream segment plays a significant role in the broader plant-based category, with a market value of €41 million and a growth of +5% as of June 2025 (source: Nielsen). The category’s expansion is largely driven by product innovation, making the freezer aisle increasingly dynamic. In addition to classic soy-based plant-based ice creams, alternative bases have grown steadily in popularity over recent years.

Among these, oats stand out for their versatility, delicate flavour, and well-balanced nutritional profile — making them the fastest-growing plant base in Italy. While soy still leads the market, it has been experiencing a slight decline for years. In the more mature plant-based beverage segment, oat is the only base showing double-digit growth (+16% in value in the year ending June 2025).

It is precisely this growing consumer interest that led Atlante to choose oat as the base for the new Vegamo ice creams, embracing both the oat-based trend and the rising popularity of matcha.

Two Flavours, Two Identities: Classic Vanilla and Trendy Matcha

Our oat-based ice cream comes in two flavour profiles designed to appeal to a broad consumer base: Vanilla — a timeless favourite — and the more daring Matcha.

The Oat & Vanilla flavour offers a plant-based version of one of the most beloved ice cream classics. With a creamy and indulgent texture, the oat base enhances the natural sweetness of vanilla, achieving the perfect balance between taste and lightness. It’s ideal for those who love traditional flavours but wish to make modern, sustainable choices.

The Oat & Matcha ice cream, on the other hand, is a bold and innovative product: matcha meets oat creaminess in a plant-based dessert that attracts curious, trend-savvy consumers open to new taste experiences.

Matcha: The Superfood Winning Over Europe

Matcha is more than a trend — it’s a wellness revolution. This prized Japanese green tea has become a daily ritual for millions around the globe thanks to its unique nutritional profile and numerous functional benefits. Rich in antioxidants, vitamins, beta-carotene and minerals, matcha is prized for its detoxifying and energising properties — making ict the ideal natural alternative to coffee for those pursuing a balanced lifestyle.

In 2024, the European matcha market reached an estimated value of €750 million, reflecting steady growth fuelled by health-conscious consumers seeking high-quality, natural products. Matcha’s digital presence is equally impressive: with over 15 billion global views on TikTok, it has become a cultural phenomenon and viral trend among younger generations.