Plant milk producer Rude Health has incurred the wrath of vegans after promoting full-fat dairy milk online.
In a post on its Instagram page, the company, which is well-known for its high-end rice, oat, and almond milks, called whole milk 'a perfect balance of protein, good fats, and natural sugars'.
The post read: "We may be dairy alternative producers, but that doesn't mean we are against dairy.
"Quite the opposite. We are for good quality, proper milk... we're talking whole milk. Full fat milk. We don't use skimmed milk powder in any of our foods. Nature has provided us with an ingredients that is the perfect balance of protein, good fats, and natural sugars (lactose).
"Why mess with it? When they take cream out of milk, they remove most of the texture and all of the joy.
"We are not skimmed milk people, we live life to the full, with full fat dairy products."
As a plant milk producer, many of the brands customers are vegans - some of whom took to Instagram to respond to the public post.
While on user called the post 'absolutely disgusting', others left longer responses.
User ellebreaksloose wrote: "Actually nature hasn't provided *us* with perfectly balanced cow's milk. It's designed for growing baby cows.
"What the hell kind of post is this for a plant milk producer?
"If you love milk so much, perhaps you'd like all your customers to go back to buying dairy and put you out of business."
Rosieglows_guiltfreegluttony added: "Gosh, wasn't expecting that from you guys..."
Many vegans piled in, saying they would boycott the brand from now on - with some saying the post was a 'stupid move', given the company's large vegan following.
Mrs_scaramuzza said: "Great business strategy, attack your main customer base. Will never buy your sh*t milk again!"
Alexpickett added: "You've pissed off a lot of vegans today, good luck with losing over 3/4 of your customer base.
"Bad move guys. Won't be buying your products."