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Commercial Awareness Compass

The milk label crackdown

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Henry Nelson Case

Henry is a 7 year qualified commercial lawyer with experience on a whole host of commercial contracts, having gained exposure to a diverse range of work through both working in-house and in private practice. Alongside working as lawyer, Henry also creates content on social media – where he strives to promote the importance of mental health and wellbeing in the workplace and challenges toxic corporate behaviours.

Published Thu, 26 Feb

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.

Is this really about consumer confusion, or market protection? What does a rebrand cost when you have to change packaging across shelves? And what does this mean for other ‘free-from’ or plant alternatives?

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