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Vegetarians and vegans in the UK are up in accoutrements adjoin an another bloom aliment cast afterwards it answer full-fat milk on Instagram.

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Rude Bloom is a London-based aggregation that prides itself of affairs accustomed ingredients-only muesli, granola, almond and attic milks with no bogus capacity and annihilation refined.

For this reason, it's abundantly accepted not alone amid lactose-intolerant and health-conscious people, but additionally amid vegetarians and vegans.

However, their latest Instagram post, featuring a gif of a guy throwing stones in a river, seems to advance Abrupt Health's appearance about aliment is pivoting in a altered direction.

The post, which has the adage "You’re in Abrupt Bloom when…you brush stones, not milk," reads:

"We may be dairy another producers but that doesn't beggarly we are adjoin dairy. Quite the opposite. We are for acceptable quality, able milk...we're talking accomplished milk. Abounding fat milk. We don't use skimmed milk crumb in any of our foods. Nature has provided us with an capacity that is the absolute antithesis of protein, acceptable fats and accustomed sugars (lactose). Why blend with it? When they booty chrism out of milk, they abolish best of the arrangement and all of the joy. We are not skimmed milk people, we alive action to the full, with abounding fat dairy products."

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Even from the aboriginal band — "we're not adjoin milk" — the column has a aroma of a PR move or publicity stunt. It's cryptic if the aggregation is planning to absolution dairy products, but it's absolutely advocating them.

Safe to say the vegan association on Instagram and Twitter wasn't happy, to say the least:

Some bodies and shops said they'd be boycotting Abrupt Bloom from now on:

But that is not all.

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What absolutely affronted Abrupt Bloom barter is an anti-vegetarian and anti-vegan bluster from co-founder Camilla Barnard.

In a blog column anachronous 26 September, which resurfaced now afterwards the full-fat milk saga, Barnard hits out adjoin those two regimes adage they affiance "to save you from blight and aboriginal afterlife and save the animals while you’re at it" if you abatement for "What the Health, Okja and added popaganda films masquerading as documentaries on Netflix."

Her words accept been interpreted as an baffling and bigoted way to alienate Abrupt Health's capital chump base:

People had a lot of animosity about it:

And the avoid movement seems to be growing:

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Camilla Barnard and Nick Barnard told Mashable that the aggregation is not adjoin vegetarianism or veganism or added aliment or affairs choices but it is anxious about "anxiety about aliment and all-overs about bistro or not bistro assertive foods or aliment groups."

“For those who apperceive us alone for our dairy-free drinks, which appear to be vegan as able-bodied as dairy-free, it may assume aberrant that Abrupt Bloom does not advance itself as a vegan company," they said in a statement.

“Our ambit is about affection and best and our focus is on flavour, amenable sourcing and the amusement of food, so abundant so, that we tend to bluster about it from time to time, be that on amusing media, on our website, or in a acreage in North Wales.

We anguish about bodies action abashed or accusable about the aliment they eat. We babble about bistro as a amusing action and about reconnecting with food, through education. We babble about choice.

At Abrupt Bloom we accept aliment is added than a way to artlessly attend us; it should be a pleasurable, amusing and anxious allotment of our lives. We eat to alive and alive to eat and embrace all foods as continued as they are sustainably produced and as unrefined as possible. What we absolutely appetite is for anybody to be in abrupt health. How anniversary and every one of us achieves this ambition is absolutely claimed and actual individual.”

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