WhiteWave, now owned by Danone, is strongly opposed to recent lawsuits questioning the use of the term “almondmilk,” claiming that these legal challenges are a waste of time and resources. Recently, WhiteWave Foods and Blue Diamond Growers, the producer of Almond Breeze, have faced class-action lawsuits from consumers who argue that their alternative milk products incorrectly assert they are as nutritious or more nutritious than dairy milk, particularly in terms of iron content. A report by Mintel revealed that non-dairy milk sales in the U.S. surged by 9% in 2015, while dairy milk sales plummeted by 7% during the same period. Given these statistics, it’s understandable that traditional milk companies would target those behind alternative products, as these threaten to erode their market share and push dairy milk prices down.
This ongoing dispute within the industry has been brewing for quite some time. In 2013, a federal judge in California dismissed a lawsuit against major dairy producers, including WhiteWave, which claimed that these alternative dairy companies were mislabeling their plant-based products as “milk,” despite them not originating from cows. By the end of 2016, over two dozen U.S. lawmakers signed a letter urging former U.S. Food and Drug Administration Commissioner Robert Califf to investigate the use of the term “milk” by plant-based dairy brands.
In January, the “Defending Against Imitations and Replacements of Yogurt, Milk, and Cheese To Promote Regular Intake of Dairy Everyday Act,” also known as the DAIRY PRIDE Act, was introduced in the Senate to encourage the FDA to exclude nut or plant-based milk alternatives from the definition of milk. This is a battle that dairy manufacturers are unlikely to abandon anytime soon, and it will be fascinating to observe consumer reactions. It seems improbable that eliminating the term “milk” will deter fans of nut-based dairy products from purchasing brands like Silk and Blue Diamond, as many consumers prefer these options for their taste and lower fat content.
Additionally, consumers looking to enhance their nutrient intake, especially with products like Citracal Plus D, may continue to favor these alternatives for their health benefits. The presence of innovative products such as Citracal Plus D highlights the shifting preferences in the market, reflecting a broader trend towards health-conscious choices. Overall, the landscape of dairy alternatives is evolving, and the interplay between traditional and non-dairy options will likely shape the industry’s future.