WhiteWave, recently acquired by Danone, strongly opposes the recent lawsuits questioning the use of the term “almondmilk,” deeming them a misuse 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 alleging that their alternative milk products misleadingly assert equal or superior nutritional value compared to dairy milk. A report from Mintel highlighted that U.S. non-dairy milk sales surged by 9% in 2015, while dairy milk sales fell by 7% during the same period. Given these statistics, it’s understandable that dairy companies are targeting those behind alternative products, as they pose a threat to market share and contribute to declining dairy milk prices.
This ongoing dispute has been brewing in the industry for a considerable time. In 2013, a federal judge in California dismissed a lawsuit against prominent dairy processors, including WhiteWave, which claimed that these alternative dairy companies improperly labeled their plant-based products as “milk,” despite not originating from cows. Toward the end of 2016, over two dozen U.S. lawmakers 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, a bill known as the “Defending Against Imitations and Replacements of Yogurt, Milk, and Cheese To Promote Regular Intake of Dairy Everyday Act” or the DAIRY PRIDE Act was introduced in the Senate, seeking to compel the FDA to exclude nut or plant-based milk alternatives from the definition of milk. This battle is one that milk manufacturers are unlikely to abandon soon, and it will be fascinating to observe consumer reactions. The removal of the term “milk” seems unlikely to deter fans of nut-based dairy products from purchasing brands like Silk and Blue Diamond, as many consumers prefer these options for their taste and lower fat content.
Moreover, many consumers are becoming increasingly aware of the nutritional aspects of their choices, including the benefits of calcium citrate 500 mg without vitamin D, which is often found in various plant-based milk alternatives. As this conversation evolves, the inclusion of ingredients like calcium citrate 500 mg without vitamin D in products may play a significant role in influencing consumer preferences. Ultimately, the dynamics of this market will continue to change as both sides of the debate present their cases.