After launching its first RTD products this spring, Chamberlain Coffee, the influencer-powered brand created by social media star Emma Chamberlain, is adding two new oat milk-based offerings to compliment its existing almond and coconut milk-based lattes.

According to Chamberlain Coffee CEO Chris Gallant, the decision to launch an oat milk latte line came shortly after the brand launched its first wave of RTDs into Walmart earlier this year. Chamberlain’s consumers, he said, were quick to request both oat milk-based options and more sweetness from the drinks.

The two new flavors – Salted Caramel and Mocha – are sweetened with cane sugar and date syrup, clocking in at 13 grams of sugar per 12 oz. can, up from 1 gram per can in the almond and coconut line.

The company now intends for the oat milk line to serve as its mainstream-facing offering, rolling out into mass and conventional accounts, while the original almond and coconut milk-based line will become a Whole Foods exclusive.

“I think it’s two different consumers that want those two different products,” Gallant said. “Our target demo tends to skew female, it tends to skew towards Gen Z and younger millennials, and they spoke pretty loudly that the type of milk we prefer is oat milk.”

Since debuting its RTD line at Natural Products Expo West 2023 in March, Gallant said the lattes are now on pace to be in around 8,000 stores by the end of the year, including Erewhon, Sprouts and Albertsons accounts.

“We’re probably six to 12 months from testing drug and convenience and maybe another 18 to 24 months out from going really hard into those channels,” he noted.

The company will support the launch with additional social media, PR and brand awareness campaigns, as well as in-store sampling campaigns. While its original retail rollout was supported by out-of-home marketing, Gallant said the brand has since changed strategy as it did not yet have the distribution or footprint to justify an out-of-home campaign.

In June, Chamberlain Coffee closed a $7 million funding round to help support its retail expansion. At the time, Gallant said the company’s long term goal is to place RTDs at the core of the business. This week, he said the growth of the line is on pace with its timeline, anticipating RTD will become the “hero product” within the next one to two years.

Meanwhile, Chamberlain’s overall retail rollout, including dry coffee, is ahead of schedule, Gallant said. Chamberlain has also expanded its team this year, hiring former Liquid I.V. sales executive Christyne Baxter as its chief sales officer in August and former Four Sigmatic director of sales Teri Steinbronn in the same role in October.