Tuesday, 03 March 2026 13:25

Oat Dear!

Written by  Milking It

OPINION: The UK dairy industry is celebrating a win after plant-based drink maker Oatly lost a long-running legal battle over its use of the word "milk" in its marketing.

The Swedish company tried to trademark the slogan "post-milk generation" in the UK in 2021 but Dairy UK, the representative body for British dairy farmers, objected.

After years of litigation in several courts, last month the UK Supreme Court said Oatly could neither trademark nor use the phrase "post-milk generation".

UK farmers argued under trademark law, the term "milk" can only be used to refer to products that come from an animal.

The Supreme Court ruled the phrase "post-milk generation" could confuse people over whether Oatly's products are completely milk-free or merely have a low milk content.

More like this

Oat dear!

OPINION: A global plant-based milk company has confirmed it is not going ahead with its first UK factory.

Oat juice, not milk

OPINION: New Zealand's best loved brand Whittakers has launched its first 'plant-based' chocolate but it hasn't left a sweet taste in everyone's mouth.

Otis spread its wings

Sales growth of liquid milk and yogurt alternatives - especially oat - have not gone unnoticed.

Oat dear!

OPINION: Oat 'milk' is facing a crisis of sorts.

Oat milk sells

OPINION: Fake milk works for some. Fashionable Swedish alt-milk brand Oatly is seeking a US stock market listing that could value the business at as much as NZ$13 billion.

Featured

$10m Boost for Govt Coffers From Pāmu

State farmer Pāmu (Landcorp) has announced it will pay a $10 million special dividend to the Crown off the back of a strong outlook for the business and a capital repayment of $9.5 million following Fonterra's consumer business sale.

Editorial: Calm and Common Sense

OPINION: As the fuel crisis hits the country and rural New Zealand in particular, perhaps it's time to turn to one of the kaumatua of the rural sector, Pita Alexander - farm accountant, advisor and a source of knowledge and insightfulness.

National

Machinery & Products

» Latest Print Issues Online

Milking It

Too Lenient

OPINION: Reckless action by Greenpeace in 2024 forced Fonterra to shut down a drying plant for four hours, costing the co-op…

Fossil Fuel Crusade

OPINION: The global crusade against fossil fuel is gaining momentum in some regions.

» Connect with Dairy News

» eNewsletter

Subscribe to our weekly newsletter