What's Happening?
Oatly, a prominent name in the alternative dairy industry, has lost a trademark case in the UK regarding its use of the slogan 'Post Milk Generation' for oat-based products. The case was brought by Dairy UK, an industry body representing major dairy companies. The court ruled that the term 'milk' is legally restricted to genuine dairy products, and Oatly's slogan was deemed to indirectly reference a food product, which is not permissible under current EU and UK laws. While Oatly can still use the slogan for non-food merchandise, it cannot apply it to its oat-based drinks and foods.
Why It's Important?
This ruling is a significant victory for the traditional dairy industry, reinforcing the legal boundaries around the use of dairy-related terms. It highlights ongoing
tensions between traditional and plant-based food sectors, particularly concerning consumer perception and marketing practices. For Oatly and similar companies, the decision could necessitate costly rebranding efforts and impact their market positioning. The case underscores the challenges faced by the plant-based industry in navigating regulatory environments that favor established food categories, potentially influencing future marketing and branding strategies across the sector.
