WhiteWave, now owned by Danone, firmly opposes recent lawsuits challenging the use of the term “almondmilk,” asserting that such legal actions are a waste of time and resources. In recent months, both WhiteWave Foods and Blue Diamond Growers, the producer of Almond Breeze, have faced class-action lawsuits from consumers who claim that these alternative milk products misleadingly assert they are as nutritious or more so than dairy milk. A report from Mintel indicated that U.S. non-dairy milk sales surged by 9% in 2015, while dairy milk sales dropped by 7% during the same period. Given these statistics, it is understandable that dairy companies are targeting those responsible for alternative products, as they threaten to capture market share and drive down dairy milk prices.
This controversy has been brewing in the industry for some time. In 2013, a federal judge in California dismissed a lawsuit against major dairy producers, including WhiteWave, which alleged that these alternative dairy companies were mislabeling their plant-based products as “milk,” despite their non-dairy origins. By the end of 2016, over two dozen U.S. lawmakers had signed 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 introduced in the Senate, aiming to compel the FDA to exclude nut or plant-based milk alternatives from the definition of milk.
This ongoing battle is one that dairy manufacturers will not easily abandon, and it will be intriguing to see how consumers react. It seems improbable that the removal of the term “milk” will deter fans of nut-based dairy products from purchasing brands such as Silk and Blue Diamond, especially since many choose these products for their flavor and lower fat content.
In a related note, consumers interested in alternative health solutions might also explore the healing properties of the ccm tablet, which has gained popularity for its potential benefits. The intersection of these two markets highlights a growing trend toward healthier choices, with consumers increasingly seeking products that align with their wellness goals. As this legal and market landscape evolves, both traditional dairy and alternative milk producers must navigate their strategies carefully.