Soya, almond, oat... Whether for health issues, animal welfare or the future of the planet, ‘alt-milks’ have never been more popular. Are we approaching dairy’s final days?
A couple of weeks ago, some eye-catching billboards began appearing around central and east London. Entire tunnels of the underground were plastered with the adverts; the sides of large buildings were covered. On one panel there was a carton (or, in some instances, three) of Oatly, an oat drink made by a cult Swedish company that favours stark graphics, a bluey-grey colour scheme, and which is a market leader – in a not uncompetitive field – in the tongue-in-cheek promotional messages known as “wackaging”. The adjacent panel, in large, wobbly type, read: “It’s like milk, but made for humans.”
Around the same time, during commercial breaks on Channel 4’s 4oD, there appeared a 15-second clip of a man in a field of oats, playing a tinny 1980s synthesiser and howling: “Wow, no cow!” That guy is Toni Petersson, the 50-year-old CEO of Oatly, and the song, you would not be entirely surprised to learn, is his own composition. “Listen, it’s absolutely terrible, right?” says Petersson, over the phone from Eugene, Oregon. “My creative directors wanted to make some commercials that I was part of. One of them included a song that they wrote, which was even worse. I had no idea; I thought it was going to be shown one time only.”
Continue reading...from The Guardian https://ift.tt/2AYS3VK
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