«Pulled Oats»: Revolutionary Finnish innovation lands in Australia

Helsinki / FI. (pg) Gold+Green Foods’ world conquest continues when the subsidiary of Finland’s Paulig Group flagship product «Pulled Oats» is launched in Woolworths, Australia’s largest retail chain. This game-changing plant protein and Finnish innovation will be available in Woolworths stores across Australia this month. Woolworths is Australia’s largest retailer with more than 1000 supermarkets across Australia.

The world and eating habits are changing, and the market size for plant-based protein sources is increasing rapidly. In 2020 in Australia’s plant-based meat sector, retail sales grew 46 percent to €96 million compared to the previous year proving Aussies are hungry for change. If this growth continues, the category set to be worth EUR 1.87 billion by 2030 (Source: Food Frontier, 2020, State of Industry – Australia’s Plant-Based Meat Sector. Research conducted by Deloitte).


«Over the past year, we’ve seen a growing trend of customers who want flexibility and variety in their diet, driving a 26 percent increase last year for our plant-based protein category. Plant based products like «Pulled Oats» offer flexible and convenient ways of cooking for customers with a delicious taste that works well with other flavours, made from simple ingredients,» says Mauro Pisani, Woolworths Category Manager for Plant Based Protein.

«Pulled Oats» by Gold+Green Foods Limited is the revolutionary oat-based plant protein food making mealtimes naturally nutritious and delicious. Made from Nordic oats and legumes, «Pulled Oats» is known for its high protein quality and quantity (30g/100g), and short and simple ingredient list. It contains only water, oats, faba bean and pea protein, oil + salt. «Pulled Oats» is versatile and can be used as an everyday protein in favourite dishes. It absorbs flavours well and is bound to satisfy the tastebuds of Aussie vegans, veggies, and flexitarians alike.

«We are very excited to launch our game-changing innovation into the Australian market with the most advanced partner to offer «Pulled Oats» across the country», says Annette Kauppinen, CMO of Gold+Green Foods.

«As not only the demand but also the offer of plant-based products is increasing, consumers are increasingly aware of what’s in their food and get more critical in what to choose. Many are looking for non-soy-based alternatives, with high protein content and preferably without any weird ingredients they cannot pronounce. «Pulled Oats» is a great answer to this!», adds Kauppinen.

«Pulled Oats» already available in 15 markets around the world

The product «Pulled Oats» has been a true success: Since its launch in 2016, it has made millions of people happy in their home kitchens and as a menu item across thousands of restaurants. In it’s home country Finland, «Pulled Oats» had a tremendous hype right from the beginning. Once the products hit the shelves, they literally flew off and hundreds of people were lining up outside of supermarkets to get theirs. «Pulled Oats» is also available in the retail market in the Netherlands, where the product has received awards such as Product of the year 2020 (Gekozen Product van het jaar 2020) and was named the «game changer» and won the Best Innovative Product Award at Horecava, the largest foodservice fair in the Netherlands.

In February 2020, «Pulled Oats» was launched in American food service market via Sysco the world’s largest food distributor. Today «Gold+Green» products are sold in 15 markets around the world. «Pulled Oats» is available also on the menu of all Taco Bell restaurants in Finland, Spain, Portugal and the Netherlands. «Pulled Oats» is available in Australia in September, exclusively at Woolworths in two flavors: Nude and Tomato.


About «Pulled Oats»

«Pulled Oats» by Gold+Green is a Finnish innovation and the vegan game-changer; a plant-based product made from Nordic oats and legumes. The ingredient list is short + simple: water, oats, faba bean and pea protein, oil + salt. Made with a unique combination of three plant protein sources, «Pulled Oats» is not only highly nutritious but also sustainable – and most importantly delicious! This naturally nutritious and versatile plant-based protein loves spices, has a delicious juicy texture and is easy to prepare. It makes planet-friendly cooking simple and delicious.

About Gold+Green Foods Limited

Gold+Green Foods is a Finnish sustainable food company that was founded in 2015 to create innovative, healthy and sustainable food products from golden oats and green legumes. The heart of the business is the use of Nordic oats and a completely unique production process. The delicious plant protein favourites, «Pulled Oats» and Deli OatBites, are made from simple and naturally nutritious ingredients in Järvenpää, Finland. Gold+Green Foods Ltd is a part of Paulig Group.

About Woolworths

Woolworths is Australia’s largest retailer with more than 1000 supermarkets across Australia.At Woolworths, we bring a little bit of good to everyone, every day. As Today’s Fresh Food People, our goal is to help every person in Australia access affordable, healthy food. But building a brand isn’t just about telling people who we are. It’s about showing them what we do. We deliver Good Food. Good Prices. Good Acts.

About Paulig

Paulig is a family-owned food and beverage company, growing a new, sustainable food culture – one that is good for both people and the planet. Paulig provides all things tasty; coffees and beverages, Tex Mex and spices, snacks and plant-based choices. The company’s brands are Paulig, Santa Maria, Risenta, Gold+Green and Poco Loco. Paulig’s sales amounted to EUR 920 million in 2020. The company has over 2,000 passionate employees in 13 different countries working around the purpose For a life full of flavour.