In 2019, Oatly applied to trademark the slogan. In 2023, the UK’s Intellecutal Property Office (IPO) denied the application, claiming it was deceptive.

The verdict found that the slogan was misleading to consumers.

Oatly appealed the court's decision, claiming the ruling was wrong because consumers would not be confused by its use of ‘milk’ in branding and packaging.

However, the UK court's final decision found that Oatly can no longer use the word ‘milk’.

Countries across Europe have pushed back against plant-based food companies using meat-related words.

Italy and Hungary preemptively banned the production, consumption and marketing of lab-grown meat, despite no products being authorised for sale.

In 2021, France banned the use of meat-related marketing terms for products from plant-based products.

In October 2024, the EU’s Court of Justice struck down this law.

Now, vegan products have the same rights to words such as burger or sausage as their animal-based counterparts.