Even though plant-based is fast becoming the 'new normal' in many pockets of society, nobody likes change. It's scary and uncomfortable. So instead of talking about The New Normal, Oatly created THE NEW NORM&AL SHOW. Its two protagonists, Norm & Al, are a couple of oat drink carton puppets who are struggling to navigate the world of plant-based eating. The ampersand became the perfect Trojan horse for calling plant-based the new normal, therefore managing to avoid the phrase altogether.
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