Oatly has moved its prepackaged pancake batter over to the newly founded company United Pancakes AB, which produces and sells the batter under the trademark Yellow Flying Pancake & Friends.

United Pancakes launched its prepackaged pancake batter in September. It is based on oats, which are free from milk protein and lactose, gluten and soy protein, i.e. a SärNär product. It is basically the same batter as in Oatly’s prepackaged pancake batter, but the recipe has been somewhat improved upon. In addition, the batter is sold in practical stand-up plastic bags that can be shaken and kneaded to make the batter smooth before baking. The bag also has a screw top. To begin with, the batter will be sold by Ica and Axfood.

Oatly’s pancake batter has been further developed by the research company Aventure, which has also developed the technology for other types of batters.

American pancakes

Mats-Ola Kindstedt is the CEO of United Pancakes, with headquarters in Lund. The batter is manufactured in the Kågeröd facility of Danish Fipros A/S, where a new production line has been installed.  ”During the autumn we aim to help Oatly’s pancake customers recognize the batter under its new label. Next year, we will augment our marketing with new activities to boost the concept of prepackaged batters in the stores. We will also introduce new products for both regular grocery stores and supermarkets next year,” says Mats-Ola Kindstedt. He says that several types of batters based on different kinds of flours, milk, etc will be developed over time, e.g. American pancakes and waffles. At present, 5 – 6 Fipros employees are working with the United Pancakes production in Kågeröd. Business angels, Innovationsbron [the Innovation Bridge] and Almi are putting up ca ten million SEK. The principle owners of United Pancakes AB are Aventure and Innovationsbron.

Food in Focus

November, 2010