Connect with us

Cruelty Free

Viva! exposes cruel side of dairy in explosive new campaign

Müller Killer: leading vegan charity exposes cruel side of dairy in explosive new campaign

The UK’s leading vegan charity Viva! has today launched its biggest ever anti-dairy campaign to raise awareness of the hidden cruelty of the dairy industry.

Named Müller Killer, the campaign follows a recent exposé in the The Observer that revealed Müller sources dairy from a number of zero grazing farms that lock cows in barren sheds for their entire lives. As well as exposing the shocking reality of zero grazing, Viva!’s new campaign will shed light on the brutality of the dairy industry, with mothers having newborn babies taken and cows being killed once their milk production drops. Many male calves are killed shortly after birth as they cannot produce milk – a hidden secret of dairy.

While many people believe that dairy cows live a life of idyll, countless Viva! investigations have revealed abject suffering in the industry, with cows forcibly impregnated on an annual basis and subsequently having their calves taken away. According to industry, the average number of dairy cows who are lame is one in three (1) and around one third have mastitis (an infection of the udders) (2), which antibiotics have failed to control. In addition to this, one-fifth of UK dairy cows are never allowed to graze outdoors (3).

To kick off the campaign, Viva! held a controversial stunt in Leicester Square featuring Matt Pritchard: Dirty Sanchez prankster turned vegan celebrity chef. Matt dined on a mock Müller corner yoghurt, but the fruit was replaced with a gory concoction of replica blood and umbilical cords, specially designed by a prop team to look like the real deal. The stunt represents the blood and gore associated with the industry, which is hidden from the public eye. Members of the public looked on with a mix of shock and intrigue as the prankster ate the stomach-churning creation, while Viva! team members offered the crowd free samples of vegan yoghurts.

At the launch event, Viva! also premiered a parody of a Müller TV ad, which was created in collaboration with the award-winning media production company Skylark. The ad cleverly mocks the famous Müller adverts while highlighting the suffering that is present in each Müller product – and any food item that contains dairy. The umbilical cord represents the bond between mother and baby, which is ignored in the dairy industry.

Speaking of the launch of Müller Killer, Viva!’s managing director Laura Hellwig said: “Viva!’s powerful new anti-dairy campaign is causing a stir, and what better way to launch than with a gory stunt from a vegan celebrity chef! Our aim is to dismantle the narrative that dairy is a peaceful industry, when the reality is much more brutal. Our recent investigation revealed that leading dairy brands Müller and Arla get dairy from farms that lock cows in barren sheds their entire lives, causing unimaginable stress and boredom. The only way to ensure your diet is not complicit in cruelty is to go vegan now.”

Following the stunt, Viva! will be embarking on a tour to some of the biggest cities in the UK, stopping at Bristol, Nottingham, Birmingham, London, Oxford, Cardiff, Leeds, Manchester and Liverpool across June and July.

Cruelty Free

Veganism: A Life Choice, Not A Diet

Veganism is a life choice that is based on compassion, ethics, and the environment. There are many benefits to following a vegan lifestyle, including improved health, reduced environmental impact, and increased compassion.

Veganism is a way of life where one excludes all forms of animal exploitation, including the consumption of animal products, the use of animal-derived materials, and the participation in activities that involve animals.

While veganism is often thought of as a diet, it is much more than that. It is a way of living that is based on the belief that all animals have the right to live free from harm. Vegans believe it to be wrong to exploit animals for food, clothing, entertainment, or any other purpose.

There are many reasons why people make the vegan life choice. Some people do it for ethical reasons, believing that it is wrong to harm animals. Others do it for health reasons, believing that a diet of plant-based products alone is healthier than one that includes animal products. Still, others do it for environmental reasons, as a major contributor to climate change is animal agriculture. 

Whatever the reason, veganism is a choice more and more people make for themselves. A 2023 study by The VOU found that there are approximately 88 million vegans in the world. This represents about 1.1% of the global population. While this number may seem small, it is a significant increase from previous years. In 2018, there were only an estimated 79 million vegans worldwide. The growth of veganism is a hopeful sign, as it suggests that more and more people are becoming aware of the ethical, environmental, and health benefits of a plant-based diet.

Benefits of a Vegan Lifestyle

There are many benefits to following a vegan lifestyle. Some of the most well-known benefits include:

  • Improved health: A plant-based diet is rich in nutrients and antioxidants and is linked to health benefits such as lower risk of type 2 diabetes, heart disease, stroke, and some types of cancer.
  • Reduced environmental impact: Animal agriculture is a major contributor to climate change, water pollution, and deforestation. By following a vegan lifestyle, you can help to reduce your impact on the environment.
  • Increased compassion: Veganism is a compassionate way of living. By choosing not to eat animals, you are showing compassion for the animals who are raised and killed for food.

How to make the vegan life choice

For some, the thought of going vegan can be daunting, but it doesn’t have to be… it’s just a choice you make. 

Here are a few tips for going vegan if you’re struggling and thinking it’s all a bit too much:

  • Start by making small changes. Don’t try to change everything overnight. Start by cutting out one animal product at a time, and gradually work your way up to a fully vegan diet.
  • Do your research. With the many different ways to follow a vegan diet, do some research to find a way of eating that works for you.
  • Find support. There are many online and offline resources available to support you on your vegan journey. Find a community of vegans who can offer support and advice. 

Veganism is a life choice that is based on compassion, ethics, and the environment. There are many benefits to following a vegan lifestyle, including improved health, reduced environmental impact, and increased compassion.

Continue Reading

Cruelty Free

We ♡ Crackd’s Quiches

The good people at Crackd only went and cracked it! Crackd’s Vegan Quiche: A Delicious and Sustainable Snack or Side Dish

Crackd is a UK-based company that produces plant-based food products. One of their most popular products is the vegan quiche and for good reason. It’s completely, totally, fabulously delicious.. and really close to the old-fashioned egg-based quiches.

Our favourite is the caramelised onion quiche. Scrummy!

The quiche is made with a tofu-based custard and is filled with spinach, mushrooms, and onions. The vegan quiche is a delicious and sustainable snack or side dish option. It’s high in protein and fibre and a good source of vitamins and minerals. The quiche is also gluten-free and soy-free, making it an excellent option for people with dietary restrictions.

We ♡ Crackd

We’re so impressed with Crackd’s quiches. They’re light and fluffy, the vegetables are cooked perfectly, and the flavours are spot-on

Continue Reading

Climate Change

Why Are We Feeding Animals While Humans Starve?

The global food system needs to be more equitable. While millions of people go hungry every day, billions of animals are raised for food in factory farms. These animals are fed a diet of grain and soy that could be used to provide food to humans.

The global population will reach nearly 10 billion over the next 25 years. To feed this growing population, we will need to produce more food. However, the current food system is not sustainable. Animal agriculture is a major contributor to climate change, water pollution, and deforestation.

Why do we continue to fatten animals while humans starve? 

A growing body of evidence suggests that we can feed a growing population without animal agriculture. A study by the University of Oxford found that a plant-based diet could provide enough food for 10 billion people by 2050.

There are a number of reasons why a plant-based diet is more sustainable than an omnivorous diet:

  1. Plant-based foods require less land, water, and energy to produce than animal products.
  2. Plant-based foods produce fewer greenhouse gases.
  3. Plant-based foods are more nutrient-dense than animal products.

The transition to a plant-based diet will require a change in mindset and a shift in the way we produce food. However, a change is necessary if we want to feed a growing population in a sustainable and cruelty-free way.

Let’s support the innovative companies are developing new ways to produce plant-based and sustainable food

The global food system is inequitable, and it is time for a change. We must move towards a more sustainable and ethical food system that does not fatten animals while humans starve. Join us in supporting this important change.

Continue Reading