The battle between the dairy business and plant-based manufacturers heated up this yr when the Meals and Drug Administration dominated that the latter might name themselves milk. Following that call, MilkPEP (brief for Milk Processor Training Program) ran a marketing campaign that garnered consideration for its star–Aubrey Plaza–mocking the plant-based sector and arguing “solely dairy milk is actual milk.”

Now oat drink Oatly is firing again by touting its sustainability and difficult the dairy business to indicate its carbon footprint.

Oatly is taking out full-page advertisements within the Sunday, Could 7 problems with The New York Occasions, Los Angeles Occasions and Washington Submit and putting in billboards in Occasions Sq. and Hollywood Boulevard on Could 8. Every advert reveals a bundle of Oatly, noting that it takes the equal of .62 kg of carbon dioxide to supply. In a gesture of transparency, Oatly might be sharing the local weather footprint on packages for a number of of its merchandise within the U.S. and affords a full checklist at oatly.com/footprint.

The opposite a part of the marketing campaign challenges the dairy business to disclose their very own carbon footprint by answering 68 questions. Oatly has supplied to pay for advert area for the manufacturers in the event that they agree.

A March 6 put up on Oatly’s weblog boasts that in accordance with a 2022 life cycle evaluation, oat milk has a 44% to 76% decrease local weather impression than cow’s milk throughout six markets. 

“The last word purpose of our marketing campaign is to advocate for transparency on the impression merchandise have on the planet so shoppers could make extra knowledgeable purchases,” Oatly govt director of name and inventive, Armando Turco, advised Adweek.

A current ballot launched by Oatly reveals that 54% of Gen Z and 49% of millennials want plant-based milk to cow’s milk.

The model has additionally pledged to cut back its local weather footprint per liter of product produced by 70% earlier than 2029.