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💼 BBC Business • Thursday, February 12, 2026
⚡ Key Highlights
- Oatly loses legal battle over use of ‘milk’ in marketing
- UK Supreme Court rules that ‘post-milk generation’ phrase is confusing
- Dairy lobby argues that ‘milk’ can only refer to animal products
- Decision creates ‘uneven playing field’ for plant-based products
Oatly, a leading plant-based drink maker, has lost a long-running legal battle over its use of the word ‘milk’ in its marketing. The UK Supreme Court ruled that Oatly can neither trademark nor use the phrase ‘post-milk generation’, citing potential confusion among consumers. The decision is a significant win for the dairy lobby, which argued that the term ‘milk’ can only be used to refer to products that come from animals. Oatly’s general manager for the UK and Ireland, Bryan Carroll, criticized the decision, saying it creates ‘unnecessary confusion and an uneven playing field for plant-based products’. The company is still allowed to sell merchandise bearing the slogan, but the ruling has significant implications for the marketing of plant-based products in the UK.
🏷️ Keywords:
Oatly dairy lobby plant-based milk trademark law UK Supreme Court
Original Source: BBC Business
