Chilean food tech unicorn NotCo has won a legal battle allowing it to continue using the trademark ‘NotMilk’ on its plant-based milk, but with restrictions. The Supreme Court ruled that while NotCo can keep the name 'NotMilk', it must remove the word 'milk' and any related imagery from its packaging and marketing materials due to claims of unfair competition from the dairy industry.

This decision marks the end of a nearly five-year legal dispute between NotCo and the Asociación Gremial de Productores de Leche de la Región de Los Ríos. NotCo's co-founder expressed relief that the 'NotMilk' brand remains intact but acknowledged the need to make adjustments to comply with the court's ruling. This case is part of a global trend where courts are siding with the dairy industry in disputes over labelling of plant-based dairy alternatives, raising concerns for other companies in the industry.