The feed additive, scientifically known as 3-nitrooxypropanol (3-NOP) and marketed under the brand Bovaer, has been authorised for use in multiple markets — including the UK, EU, Australia and Canada — and has been shown in regulatory studies to reduce methane emissions without harming milk production or animal health. Regulators like the European Food Safety Authority (EFSA) and the UK Food Standards Agency have evaluated the additive as safe at approved doses, and it does not carry over into milk or meat.

Arla’s pilot project in the UK involves collaboration with major retailers such as Morrisons, Tesco and Aldi and engages around 30 of its farmer owners to assess practical on-farm use of the additive. The cooperative positions the trial as part of a wider sustainability push to reduce on-farm carbon footprints and meet ambitious environmental targets at the farm level, reflecting a broader industry push toward climate-smart dairy production.

Despite the scientific backing, the initiative has sparked a strong consumer backlash on social media, including unfounded claims and boycotts directed at Arla and its products, with some shoppers mistakenly asserting the additive enters the milk supply or alleging broader health concerns. Arla and regulatory authorities have called this misinformation, reaffirming that Bovaer does not compromise food safety or product quality.