Don't bully cheese lovers!

The co-operative has launched a “don’t cancel the cow” campaign in the UK to counter this.

Arla claims that its research shows that 34% of people living in the UK make dietary choices “based purely on information from social media”.

It claims almost half of Gen Z respondents are “ashamed to order dairy in public in front of their peers” and while 70% of Gen Z-ers would like to keep eating dairy, an “alarming” 57% plan to take dairy out of their diets in the next year.