WhiteWave, acquired by Danone, firmly opposes recent lawsuits questioning the use of the term “almondmilk,” deeming them 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 alleging that their alternative milk products inaccurately claim to be as nutritious as or more nutritious than dairy milk. According to a report by Mintel, U.S. non-dairy milk sales grew by 9% in 2015, while dairy milk sales saw a decline of 7% during the same period. Given these statistics, it is understandable that traditional milk companies are targeting those responsible for alternative products, as they pose a threat to market share and could lead to lower dairy milk prices.
This ongoing dispute has been developing in the industry for a while. In 2013, a federal judge in California dismissed a lawsuit against major dairy producers, including WhiteWave, which claimed that these alternative dairy companies misrepresented their plant-based dairy products as “milk” despite not being derived 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 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,” known as the DAIRY PRIDE Act, which aims to prompt 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 intriguing to observe consumer reactions. It seems improbable that the removal of the term “milk” will deter fans of nut-based dairy products from purchasing brands like Silk and Blue Diamond, as many choose these alternatives for their taste and lower fat content.
Additionally, the importance of nutritional content cannot be overlooked, especially with products like kal calcium citrate 1000 gaining traction among health-conscious consumers. As the market evolves, the role of such supplements may influence consumer preferences for both dairy and non-dairy options. Ultimately, the ongoing discussions surrounding the definition of milk will likely continue to shape the landscape of the dairy and alternative milk industries.