The popular Swedish oat milk brand Oatly has created a new website entitled f*ckoatly.com, to address its history of backlash and criticism.

“Welcome to F*ck Oatly! A site devoted to helping fans and the thousands of people who hate us better understand everything that’s “wrong” with our company,” reads the site’s front page.

Oatly, whose milk alternative is sold in most major supermarkets, was criticised and accused of double standards in 2021 after a Dutch newspaper found that the brand had been selling its byproduct to pig farms.

The brand, which has seen backing from the likes of Natalie Portman and Oprah Winfrey, also faced boycotts in 2020 after its decision to to sell a stake worth $200 million to a consortium including private equity firm Blackstone.

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On LinkedIn some praised the change: “This is genius! I’ve seen a couple of things like this now, and its so refreshing to see that radical transparency, it’s so needed! Thanks for sharing,” said one commenter.

One LinkedIn user criticised the brands use of new websites: “Whilst I applaud them for being open and owning the f*ck ups, they have created not one, but FIVE separate cookie collecting websites for this. One site fair enough. But five separate websites are adding unnecessary digital carbon footprint. I guess this f*ck up is something that could be added to the first website!” the comment read.