Oatly will be retiring its ‘Post Milk Generation’ slogan in the UK, after the Supreme Court ruled that it could no longer use it on its products.
The brand has given out “contraband” merchandise with the slogan to passersby in London. The Post Milk Generation Outlet could be found in Cowcross Yards in Farridgon yesterday (11 March).
Bryan Carroll, general manager at Oatly UK & Ireland said: “We haven’t dared utter the forbidden m‑word in our marketing for a while, so it feels like the right time to officially put the Post Milk Generation slogan out to pasture.
“The response to the Supreme Court ruling from our community has been genuinely brilliant, so we wanted to find a way to get the merch into their deserving hands as a thank you. Whether they choose to frame it, wear it or argue about it over dinner, we hope it lives on as limited-edition cultural artefacts in homes and hearts across the UK.”
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Passersby were able to collect hoodies, t-shirts and tote bags free of charge. The general public was also able to enter a prize draw to win merch.
Oatly was founded in Sweden in 1994 and has grown from a niche up and comer into a globally recognisable brand. Over the past few years, the brand’s line-up has expanded to include flavours such as Matcha Latte, Barista Vanilla, Barista Coconut and Barista Caramel.
Speaking about the expansion, Rowena Roos Oatleys head of food and drink experience, said: “Take, Oatly Matcha Latte for example, in the wave of Matcha excitement, we wanted to create an accessible product for matcha lovers and the matcha curious alike, quick to use, straight from the fridge to glass without compromising great taste.”
“We have an amazing network of drinks professionals all over the world who help us understand the trends, preferences and desires of consumers globally.”
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