Oatly lays bare its history of criticism with new website

The oat milk brand Oatly has created a new website addressing the list of criticisms and boycotts it has been subjected to.

The website which is called F*ck Oatly takes a tongue in cheek look at the scandals the Swedish milk alternative has been embroiled in.

“Welcome to F*ck Oatly! A site devoted to helping our fans – and the thousands of people who hate us – better understand everything that’s “wrong” with our company,” the sites introductory page reads.

Oatly, whose milk alternative is sold in most major supermarkets, were criticised and accused of double standards in 2021 after a Dutch newspaper found that the brand had been selling its byproduct to pig farms.

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The brand, which has seen backing from the likes of Natalie Portman and Oprah Winfrey, also faced a boycotts in 2020 after its decision to to sell a stake worth $200 million to a consortium including private equity firm Blackstone.

The brand, which cites sustainability as one of its key values, also had several of its adverts banned  by the ASA in 2022 for making misleading environmental claims.

Claims in the banned adverts included statements suggesting that “Oatly generates 73% less C02e (carbon dioxide equivalent) vs milk, calculated from grower to grocer”.



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