Dairy-free alternatives to milk are no longer just for those with lactose intolerance. They’re now part of a lifestyle that incorporates the promise of good lifestyle, reduced environmental impact, and better treatment of animals – one that Sweden-born brand Oatly is successfully tapping into.

Dairy alternatives aren’t groundbreaking. They’re drinks made from nuts or seeds, mixed with water and flavourings – and they’ve been around for centuries. But we’re slurping them at a rate of more than 42 million litres a year. So what is it about cow’s milk that’s turning the dairy market sour?

Milk alternatives like soy and almond milk have grown massively in the past five years, as customers become more health-conscious and ethical. But cow's milk still has a place on the breakfast table if it’s of the full fat variety, which is now viewed as the healthy option.

The non-cow's milk market grew 155% between 2011 and 2013, and 27% of Brits believe that plant-based milk is better for you. With the intent of encouraging people in Amsterdam to go back to dairy, the MelkSalon pop-up invited people to meet the farmers and value milk more in the process.