As loathe as I am to give any sort of pass to the business...

As loathe as I am to give any sort of pass to the business management, I think it's only fair to recognize that the timing was against them with OatUp... Prior to that, the only real player with first-mover advantage was Oatly. It didn't take long until suddenly there was a dozen different brands all competing for the same dollar in a rather specialized market for non-dairy milks.
Even with Marek buying half the inventory, it was an uphill battle in a crowded space.

Oatly turned into a terrible performer in the sharemarket too.