Danone’s Alpro blocked by dairy label ruling

Danone’s Alpro blocked by dairy label ruling

Danone’s Alpro loses its “This is not m*lk” battle as Swiss regulators tighten dairy naming rules, raising questions over the future of creative plant‑based marketing.

Swiss Court Bans Use of 'Milk' on Plant-Based Alternatives, Rejecting Danone's Appeal

4 Mins Read The Swiss Federal Court has rejected Danone’s appeal to allow it to use the word ‘milk’ in the labelling of its Alpro This Is Not M*lk product, echoing a decision in the UK earlier this year. The plant-based industry’s fight for labelling rights has hit a new roadblock, this time in Switzerland. French dairy giant Danone has lost its appeal to market This Is Not M*lk, an oat milk product sold under its Alpro brand, in the country, ev…