“Some consider our messaging to be controversial. We disagree. It’s fact because our oat drinks actually are made for humans, rather than for baby cows.”
In 2015 Sweden’s dairy lobby, which represents combined sales 200 times greater than Oatly, "a milk-like product created from oats", sued the grain cookers, arguing that their brand’s marketing disparaged cow’s milk as unhealthy.
Undeterred, the oat brand is bringing the ‘It’s like milk, but made for humans’ campaign to the UK next.
Article: After Angering Swedish Dairy Industry, Oatly Brings Controversial Ad Campaign to the UK