They did the same in Denmark, and then when milk sales didn’t pick up (because why the fuck would they?) they tried to move into the market with their own brand called “Jörd” (meaning eärth/dïrt). It’s a shitty product though, so people don’t buy it. The commercials are funny though, because you can just see how a boardroom full of farmers designed it. “Yeah it’s hippy shit, throw in some words about nature and some hot hippy chick. That’ll get them!”