The Swiss Federal Court has rejected Danone's appeal to use the term 'milk' in the labelling of its plant-based Alpro This Is Not M*lk product, aligning with a similar ruling in the UK. Despite not explicitly using the term 'milk' on the packaging, judges ruled that 'milk' cannot be used on non-dairy product labels. This decision adds to the ongoing battle within the plant-based industry over labelling rights.

The ruling in Switzerland comes after similar decisions in Europe against plant-based labelling, with the Federal Court citing a 2025 legal precedent on the designation of vegan food products. The decision raises questions about the use of terms like 'milk' on plant-based products, even if modified or used in a negative statement. Despite legal setbacks, the plant-based industry continues to innovate and seek ways to market their products effectively.