In a landmark ruling, Switzerland’s Federal Court has prohibited plant-based beverages from using the term “milk,” reinforcing strict food labelling laws that reserve the word exclusively for animal-derived products. The decision came after the court rejected an appeal by Danone Switzerland—by a 4–1 vote—over its oat-based drink marketed with the phrase “This is not milk,” ruling that such labelling could mislead consumers.
Under Swiss law, “milk” is clearly defined as “the product of the mammary secretion of an animal,” making its use for plant-based alternatives legally protected and restricted. Authorities had already banned the product in March 2022, with the Zurich Cantonal Court upholding the decision before the final Federal Court ruling.
The court emphasized that food labelling must not mislead consumers regarding the nature, composition, or origin of a product, highlighting concerns that even indirect references to “milk” on oat-based drinks could create confusion. The case underscores tightening regulatory scrutiny on plant-based dairy alternatives and signals broader implications for branding, marketing, and product positioning across global dairy and alternative protein markets.
Source: Dairynews7x7 29th March, 2026 Read full story here
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