Please, no cheeze: UK proposals may force dairy substitutes to change their names

If “draconian rules” are imposed to stop shoppers from confusing plant-based dairy products with real dairy ones, Dairy Alternatives such as I Can’t Believe It’s Not Butter or Alpro’s This Is Not M*lk will have to change their name.

The Plant-based Food Alliance UK will make a final appeal to the Environment Secretary next week to intervene. Trading standards officials are believed to be close to issuing new guidelines, including a prohibition on the use words and phrases such as “m*lk”, ‘cheeze’ and ‘not milk.

Marisa Heath is the chief executive of the PbFA. She said that in a letter addressed to Steve Barclay, she would express her concerns, including the possibility that the upheaval resulting from the upheaval might push prices up. The PbFA will ask that the guidelines be removed and the regulations reviewed.

Heath said that a enforcement campaign would hurt the food industry.

She said that major retailers would have to rename the plant-based products under their own brands. This will cost an industry, which is already struggling to cope with the rising costs of living, unnecessary time and money. It could also have an effect on consumer prices.

Ian Hepburn is the marketing director for Upfield UK and Ireland. The company that makes I Can’t Belive It’s not Butter has been making the spread in Britain since nearly 35 years. He said it was “implausible” that anyone could be confused.

In 2023, we did not receive any complaints of confusion among consumers. These proposed restrictions are confusing and add nothing but bureaucracy on top of an outdated EU law.

Despite the concerns raised by plant-based food producers, the latest version of the guidance dated January 20, 2024 has not been watered-down. Greenpeace reported last year that the dairy industry had lobbied to enforce the rules, citing documents from the government and the dairy sector.

The “draft opinion”, as it is called, was written by the Food Standards and Information Focus Group. This group consists of a number of leading trading standards officers. However, the enforcement of the laws on dairy labelling and standards of marketing lies with the local authorities and trading standards officers who act on their behalf.

The FSIFG explains that: “Technological innovations are leading to the creation of products as alternatives to foods of animal origin.” It is essential that the products are understood, differentiated and nutritional differences not be confused.

According to the document, plant-based products should not use wordplay or homophones. The document also prohibits words like “whole”. Analysts say that using names such as m!lk and m*ilk in the past has been an effective way to get people to try products made from plants.

Experts say that terms such as “soya mozzarella” or “vegan yoghurt”, which are not allowed, should be avoided. They suggest “soya pudding fermented using live cultures” or “vegan soft white balls with a mild cheese flavour”.

The guidance will be distributed to all trading standards officers in the country if it is approved by the FSIFG business expert group at its next meeting. Companies fear that if they don’t change their minds, the restrictions may be implemented by Easter. They could be subject to enforcement actions such as changing a brand’s name or packaging if they are the target of a complaint.

Bryan Carroll, general manager of Oatly UK & Ireland, said it was “frankly insulting”, to assume that people couldn’t tell the difference. He asked if the UK wanted to have some of the most “draconian” rules regarding how food and drinks are described.

A spokesperson for Department for Environment, Food and Rural Affairs stated: “This is an opinion draft from a group that is independent of the government.” No plans exist to amend the existing legislation.