Since its founding in Sweden in the 1990s, Oatly has always been at the forefront of the rapidly growing plant-based movement. As part of the company's overarching mission to reduce the C02e footprint of the food industry by shifting consumers' consumption choices, the company last year added a carbon footprint label to their products in Europe. By making that data available, Oatly enabled consumers to consider the carbon footprint of their food choices before they buy, just as they do with nutritional content. The label was accompanied by a challenge to the larger industry titled "Hey, food industry: show us your numbers!"