How Oatly is Disrupting The Dairy Industry - Strategy With RS

An industry which has been our companion since the dawn of civilisation is under attack. Yes a cross industry competitor is determined to disrupt the milk industry.
Oatly, a Swedish oat milk producer is offering a nondairy milk by blending oats & water.
Oatly is not attempting to mislead people by passing off its product as ‘milk’. It is advertising itself as, ‘No milk. No soy. No badness.’ or ‘Like milk, but made for humans.’
The dairy lobby has been swift to file a lawsuit against the company pleading that the Oatly advertising campaign seeks to imply that milk is unhealthy.
The lawsuit has raked up a controversy which is giving publicity to Oatly. This is getting more & more people to try Oatly. Result – Oatly has winged its way to over 12 countries in Europe & Asia & its revenue has bumped up 37% in Sweden, its home market. Emboldened by the success, the company has introduced frozen dessert, yogurt & creamer & a breakfast product which combines fruit juices with oats.
If you were a stakeholder belonging to the dairy industry how would you tackle this situation?