Arla's social channels are filled with images of happy cows, photographed in magical midsummer light, quietly lounging in a Bullerbyn-scented country side idyll.
But the pictures from an Arlagård published by Assignment Review and SVT Gävleborg during Wednesday show another picture - cows lying in stools and piles of carcasses that have been lying for weeks.
Facebook and Instagram have now turned to large numbers of angry users protesting against the milk giant.
“For decades you have been brainwashing the population with the tramset of the 'Bregott factory' and how good the animals are. Your credibility is grounded, ”writes a user on Facebook.
"How the hell is that possible ?!" writes another.
"Will do everything in my power to spread this"A large number of users write how they will now boycott Arla's products.
“I am totally devastated by taking part in this. I will do everything in my power to spread this so consumers catch their eye, "writes one.
Arla himself has posted a post on Facebook where they respond to the criticism.
“If there are problems then they must of course be addressed, otherwise this is not acceptable. The cows should feel good, ”they write.