Oatly’s provocative personality has found a new way to get under the skin of its dairy rivals. The company has bought adjacent prominent billboard spaces. On the left side, Oatly posted its climate footprint, 0.47 kg Co2/kg. It offered the right side free to dairy companies if they publish the full climate footprint of their products.

Oatly has been publishing the climate impact data of its products on its packs in the UK since 2019. The campaign was triggered by a survey conducted by Oatly that found UK consumers, especially those 18-34, strongly support the idea of carbon labelling on food and drink. Nearly two-thirds were in favour of a policy to introduce carbon labelling on food and drink products and 55% stated that companies should be obliged to publish that information. Nearly 60% would reduce or stop entirely consumption of high carbon footprint food and drink products, if provided with accurate emissions data.

Oatly also invited any dairy executive to co-host with it a Reddit Ask Me Anything (AMA) on climate footprint labels on Thursday, October 19.

Oatly has a goal to make climate labels mandatory on all food and drink products and  has written a “grey paper”, which makes the case for it, using its experience to set an example. Oatly is using the paper to lobby the UK government and it has written to MPs with the report attached. The push comes as the UK establishes its first Food Data Transparency Partnership, a group made up of the government, industry and experts, that is already looking into climate labelling. Oatly hopes to form a coalition with other food and drink companies to have a voice in that group.