21 Dec 2023 --- Oatly, the leading Swedish plant-based milk brand, has prevailed in a four-year court battle against Dairy UK, the representative of the British dairy industry. The UK High Court ruling permits Oatly to utilize the term “milk” on its packaging, specifically endorsing the slogan “Post Milk Generation” on its food and drink products. The legal battle began with Oatly’s 2019 trademark for Post Milk Generation, which Dairy UK contested, arguing it violated pre-Brexit European Court regulations restricting “milk” in non-dairy product marketing. The heart of the dispute was whether Oatly’s use of milk on oat-based products was legally permissible — Dairy UK argued that the term could not be used “in relation to products that are not mammary secretions.”
