Oatly ruling exposes a bigger challenge for plant-based brands

By Steve Wildish2026-03-10T10:33:00

The challenge now is that although plant-based is no longer bought purely as a dairy substitute, much of the category is still marketed through dairy language and cues, says Steve Wildish, founder of Wildish & Co

The UK Supreme Court decision blocking Oatly from using the word “milk” is being framed as a legal ruling. But for brands and retailers, this isn’t really about the courts. It exposes a live category problem.

Oatly ruling exposes a bigger challenge for plant-based brands

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