Oatly have unveiled a new campaign for their oat drinks, an alternative to milk – and who better to sing the wonderful ‘Wow No Cow’ than the company’s own CEO, Toni Petersson.

Toni commented: “When they first told me they wanted me to sing a song in an oat field I seriously thought they were kidding. How could that ever work to tell our story? I didn’t originally have time to write a song so they wrote one for me and I really hated it — don’t they think I have any creative integrity? So I wrote something I felt I could put my name on and then went out in the middle of the oat field with a synth from the 80s and tried to play it.”