Oatly has added a new “trust the processed” label to its drink cartons, acknowledging the ongoing debate around ultra-processed foods and addressing the topic of food processing directly. The Swedish oat milk brand's updated packaging explains the benefits of food processing, highlighting its role in reducing nutrient loss, curbing food waste, and providing safe, nutritious, and affordable food options.

The move has sparked both praise and pushback, with different opinions on the impact of processed foods. While some believe that processed foods are harmful and driven by corporations for profit, others argue that certain forms of food processing have practical, nutritional, and health benefits. With conflicting information about processed foods, Oatly aims to provide transparency and partner with experts to educate consumers on the facts surrounding food processing.