WhiteWave, recently acquired by Danone, is firm in its opposition to the lawsuits challenging the use of the term “almondmilk,” asserting that these legal actions squander time and resources. In recent months, both WhiteWave Foods and Blue Diamond Growers, producers of Almond Breeze, have faced class-action lawsuits from consumers who claim that these alternative milk products misleadingly assert they are equally or more nutritious than dairy milk. A report by Mintel indicated that sales of non-dairy milk in the U.S. surged 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 would target those behind alternative products, as they pose a threat to market share and could lead to a decline in dairy milk prices.
This issue has been brewing in the industry for quite some time. In 2013, a federal judge in California dismissed a lawsuit against major dairy processors, including WhiteWave, which claimed that these companies misrepresented their plant-based products as “milk,” despite them not being derived from cows. By the end of 2016, over two dozen U.S. lawmakers had signed a letter to former FDA Commissioner Robert Califf, urging the agency to investigate the use of the term “milk” by plant-based dairy 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,” or the DAIRY PRIDE Act, which aims to prompt the FDA to exclude nut or plant-based milk alternatives from the definition of milk.
This ongoing battle is one that dairy manufacturers are unlikely to abandon anytime soon, and it will be intriguing to observe consumer reactions. It appears that removing the term “milk” will not deter enthusiasts of nut-based dairy products from purchasing brands like Silk and Blue Diamond, as many prefer these alternatives for their taste and lower fat content. Additionally, for those looking to enhance their diets, supplements such as calcium citrate with vitamin D chewable 1200 mg can be beneficial, particularly for individuals who choose non-dairy options and want to ensure they receive adequate nutrition. The inclusion of calcium citrate with vitamin D chewable 1200 mg in their routine could help consumers maintain a balanced intake, further supporting their choices in the growing market of alternative milk products.