New Zealand oat milk brands Otis and All Good have merged to form a new plant-based business called Good & Humble.
Otis and All Good will continue to operate as separate brands but will come together under the Good & Humble umbrella to build scale drive innovation, and support New Zealand’s oat growers.
Faye MacGregor, General Manager of All Good, said the merger is a strategic milestone that reflects both brands’ deeper and shared commitment to people, the growers, and the planet.
“By uniting our brands, we’re building a stronger foundation to deliver on these promises, advancing our shared mission of sustainability and local impact. This union strengthens our ability to deliver on those promises.”
Combining Otis’s innovation in on-farm provenance and enzyme technology with All Good’s established excellence in export sales and distribution, the merger plans to leverage the complementary strengths of both businesses.
Chris Wilkie, Co-Founder of Otis, said the merger is about combining strengths to achieve true scale, not only for their businesses but also for their growers and customers.
“As we come together under Good & Humble, we create a future where our shared values and capabilities work together, enabling us to set a new benchmark in oat milk quality, sustainability, and innovation and export that to the world.”
The two brands will maintain their unique identities, but with a ‘house of brands’ strategy, All Good is set to grow customer value and develop a broader range of plant-based products, while Otis’ premium offering will focus on oat milk innovations that champion the provenance of its South Island-grown oats.
“As one entity, our teams will benefit from shared experiences, deepened knowledge, and more diverse skills. We are playing against billion-dollar multinational brands; uniting with All Good means we can play smarter and harder. Our NPD engine will be market-leading,” said Wilkie.
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