WhiteWave, recently acquired by Danone, firmly opposes the recent lawsuits challenging the use of the term “almondmilk,” stating that such legal actions are a waste of time and resources. In recent months, both WhiteWave Foods and Blue Diamond Growers, the maker of Almond Breeze, have faced class-action lawsuits from consumers who claim that their alternative milk products falsely advertise as being equally or more nutritious than dairy milk. According to a report by Mintel, U.S. non-dairy milk sales increased by 9% in 2015, while dairy milk sales fell by 7% during the same period. Given these statistics, it is understandable that traditional milk companies are targeting those responsible for alternative products, as these alternatives threaten to capture market share and drive down dairy milk prices.
This has been a contentious issue within the industry for some time. In 2013, a federal judge in California dismissed a lawsuit against major dairy processors, including WhiteWave, which alleged that these alternative dairy companies misrepresented their plant-based products as “milk,” even though they do not originate from cows. At 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 dairy brands.
In January, the “Defending Against Imitations and Replacements of Yogurt, Milk, and Cheese To Promote Regular Intake of Dairy Everyday Act,” known as the DAIRY PRIDE Act, was proposed in the Senate, aiming to compel the FDA to exclude nut or plant-based milk alternatives from the definition of milk. This is a battle that milk manufacturers are unlikely to abandon anytime soon, and it will be interesting to observe consumer reactions. It seems improbable that removing 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.
As this debate continues, the implications for the market, particularly with sales figures like 681131122283, will be closely watched. The ongoing push and pull between traditional dairy and alternative milk companies will undoubtedly shape the future of the industry.