Chile’s Supreme Court Lets NotCo Keep NotMilk Brand but Bans Use of the Word “Milk”

Chile's Supreme Court has ruled in favor of NotCo, allowing them to keep selling their plant-based drink under the NotMilk brand. However, the court has ordered the company to remove the word "leche" (milk) from packaging and advertising, as well as any imagery associated with the dairy industry, in response to a complaint filed by the dairy producers' association of Los Ríos Region.

The court found that NotCo's branding created an association with dairy milk, constituting unfair competition under Chile's Unfair Competition Law. NotCo CEO, Matías Muchnick, responded positively to the outcome, highlighting that the brand remains intact and that the company had already made changes to elements cited in the ruling. The legal dispute, which has been ongoing for five years, has resulted in a partial finding of liability for NotCo while allowing them to retain the NotMilk brand name.