As Dairy Loses Its Sparkle, Oatly Pushes for Plant-Based Drinks to Be Part of School Meals

The brand's European campaign reflects a wider shift in people's eating habits

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Think back to your school lunch tray when you were a kid: it most likely included a carton of milk. Since the post-World War Two period, dairy milk has become a cornerstone of school lunches in many countries. Now, a new Europe-wide campaign aims to shake it up and swap the childhood staple of cow’s milk for plant-based alternatives.

The campaign is from oat drink brand Oatly, whose stake in the effort is clear since the brand is a plant-based alternative to dairy milk.

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