{"id":41361,"date":"2021-01-25T11:45:22","date_gmt":"2021-01-25T10:45:22","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=41361"},"modified":"2021-01-25T13:06:25","modified_gmt":"2021-01-25T12:06:25","slug":"oatly-are-you-stupid","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/oatly-are-you-stupid\/","title":{"rendered":"\u201eAre you stupid?\u201c - Oatly mobilises consumers"},"content":{"rendered":"

Do consumers really need a clearer distinction between plant-based milk alternatives and animal-based dairy products at the point of sale? The oat milk producer Oatly rejects such EU efforts as paternalism and wants to mobilise consumers accordingly with the \u201eAre you stupid?\u201c initiative.<\/p>\n

Specifically, it is about the Amendment 171<\/strong>, which the European Parliament voted in favour of on 23 October 2020. It refers to EU Regulation No. 1308\/2013, which states that terms such as \u201emilk\u201c, \u201echeese\u201c and \u201eyoghurt\u201c may only be used to describe products that originate from animals. In future, dairy products are to be differentiated from plant-based alternatives. In a current initiative, the Swedish company is now asking provocatively \u201eAre you stupid?\u201c<\/a><\/strong> and calls, among other things, for participation in a Petition against the amendment<\/a> on.<\/p>\n

Founded in 1990, the Swedish company argues that the names of dairy products - such as milk and cheese - are already sufficiently protected by law<\/strong> are. The planned restrictive measures would have a significant impact on both marketing and packaging. On the one hand, there are fears that the Packaging of plant-based milk alternatives<\/strong> must be clearly differentiated from the packaging of dairy products in future. In addition, the current regulations allow plant-based products to be labelled as \u201eno milk\u201c and \u201edairy-free\u201c and \u201eyoghurt alternative\u201c. This would no longer be possible in future.<\/p>

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Oatly campaign: \u201eAre you stupid?\u201c<\/strong><\/h2>\n

The company is taking a clear stance here. A different declaration or even a necessary differentiation through a different packaging design is not necessary, as the consumer is well informed about the product. Sufficient expertise<\/strong> to recognise these differences. Various videos of the digital campaign \u201eAre you stupid?\u201c<\/strong> are intended to substantiate this. They present the responses of participants in a study of twelve focus groups with people from 17 countries aged 21-64. They were able to clearly identify plant-based products and dairy products.<\/p>\n