WhiteWave Foods, a subsidiary recently acquired by Danone, firmly opposes the recent lawsuits that challenge the use of the term “almondmilk,” asserting that these legal actions are a misuse of time and resources. In recent months, both WhiteWave Foods and Blue Diamond Growers, the manufacturer of Almond Breeze, have faced class-action lawsuits from consumers who claim that their alternative milk products misleadingly assert to be as nutritious or more so than dairy milk. A report by Mintel indicated that non-dairy milk sales in the U.S. increased by 9% in 2015, while dairy milk sales saw a decline of 7% in the same period. Given these statistics, it is understandable that dairy companies are targeting those behind alternative products that pose a threat to their market share and contribute to the falling prices of dairy milk.
This ongoing dispute has been a hot topic within the industry for some time. In 2013, a federal judge in California dismissed a lawsuit against major dairy processors, including WhiteWave, which claimed that these alternative dairy companies were mislabeling their plant-based products as “milk,” despite not originating from cows. By the end of 2016, over two dozen U.S. lawmakers sent a letter to former U.S. Food and Drug Administration Commissioner Robert Califf, urging the agency to investigate the use of the term “milk” by plant-based brands.
In January, the Senate proposed the “Defending Against Imitations and Replacements of Yogurt, Milk, and Cheese To Promote Regular Intake of Dairy Everyday Act,” commonly known as the DAIRY PRIDE Act, which aims to compel 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, and it will be intriguing to observe consumer reactions. It’s 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 alternatives for their flavor and lower fat content.
Moreover, as consumers seek the best quality calcium citrate supplement, they may continue to opt for these non-dairy options, which often appeal to their health-conscious choices. The focus on nutrient-rich alternatives could further influence market trends as consumers look for products that align with their dietary preferences, including those that provide the best quality calcium citrate supplement for their nutritional needs. The evolving landscape of dairy and plant-based alternatives signifies a dynamic shift in consumer behavior that manufacturers will need to adapt to in the future.