There has been an increase of food products marketed through buzzwords like organic, ‘local’, ‘recyclable’, ‘Fair-trade’. These have been described as part of a newer kind of ethical or emotional capitalism,where consumers can align with political issues through acts of shopping. The problem is that such actsreplace or shape what we know about, and how we act towards, actual socio-political matters. In thispaper, we look at one example of such a product: Oatly, a milk alternative, which brands itself as sustainableand anti-corporate. Taking a Multimodal Critical Discourse Analytical approach, we want to learnmore about how such brands do not actually state details of the socio-political issue alongside which theyalign (its causes, process, solutions) yet successfully communicate a compelling sense that buying theproduct is a form of social activism in a way which cleverly implicates consumers to internalize its valuesand give them a powerful sense of being part of a political moral order. And this is a form of activismwhich is fun, chic and rather easy.