Wed, 11 Feb 2026

Wed, 11 Feb 2026 Oatly loses long-running 'milk' battle with dairy lobby

The plant-based drink maker can no longer use the term 'milk' to market its products.

* Oatly has lost its long-running legal battle over using the word "milk" in its marketing, specifically with its slogan "post-milk generation".
* The UK Supreme Court ruled that Oatly cannot trademark or use the phrase due to concerns it could confuse consumers into thinking their products are not milk-free.
* Dairy UK, a representative body for British dairy farmers, argued that "milk" can only refer to animal-derived products under trademark law.
* Oatly's general manager said the decision was an attempt to stifle competition and benefit big dairy companies.
* The relevant law only applies to food products, so Oatly is still allowed to sell merchandise with the slogan on it.
* This ruling comes as the EU parliament voted to ban terms like "oat milk" and "veggie burger", which has been met with criticism from environmentalists who argue it will harm sustainability efforts.
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