There was a time, not too long ago, when American’s milk options were limited to various forms of cow’s milk (i.e. full-fat, reduced-fat, skim, lactose-free). But times have changed. Soy was the first non-dairy milk to “go mainstream” in the mid 1990s, and you can find “milk” varieties including almond, coconut, hazelnut, hemp, oat, and sunflower seed on supermarket shelves,
Much like an only child who is the center of attention until a sibling comes along, Big Dairy has started to lash out. “Alternative milks” are no longer relegated to the vegan world; many vegetarians and omnivores also purchase and consume plant-based milks. This is bad news for Big Dairy (a.k.a. The California Milk Processor Board).
Behold their latest campaign — “Real Milk Comes From Cows” (tagline: “many imitations, still no equal”). The idea, apparently, is to point out all the ways in which plant-based milks have cooties. One of their inane recent ads can be seen in the screenshot below:
Coconut milk is described as “spooky” for looking so “real,” or similar to cow’s milk. Hazelnut milk is supposed to creep us out because of the “stuff on the bottom,” Almond milk is dissed for having a “funky” color, and soy milk is unveiled as a product that doesn’t come from a cow (when did it ever claim to?).
This campaign wants to sell the idea that only dairy milk is “real.” Other milks, we are supposed to believe, are “not natural” and have long ingredient lists with questionable ingredients. Now, for the fun part: pointing out how misguided, inaccurate, and illogical this campaign is….”