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The Swedish oat-drink manufacturer Oatly has been forced to relabel its products following its dispute with Dairy UK. This began with Oatly’s attempted trademark on their slogan “The Post Milk Generation” being refused and was followed by a legal challenge that went all the way to the UK Supreme Court. Now, Oatly are unable to protect their slogan and must rebrand their “oat milk” products as “oat drink” ones as the UK dairy farmers reclaim exclusivity over the word “milk” for dairy products.
In the UK, the term milk has a specific, regulated definition that is reserved exclusively for products derived from animals. A recent Supreme Court ruling has confirmed that plant based alternatives, such as those produced by Oatly, cannot use this term in their marketing or trademarks. Consequently, products that were once commonly called “oat milk” must now be labelled as oat drinks. This decision aims to protect the traditional dairy sector (as represented by Dairy UK) from branding that could potentially confuse consumers.
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