Hard cheese for vegans as ‘mylk’ and ‘sheese’ face ban
Makers of dairy alternatives will be banned under new guidance from using words such as “mylk”, “sheese” and “b+tter” in their product names and marketing.
The government told companies this week that it would not stand in the way of trading standards officers publishing restrictions on the marketing of dairy alternatives.
Greenpeace said that the dairy industry had lobbied for years for the rules to be enforced, citing government and dairy sector documents.
Plant-based products now have a 7 per cent share of milk sales, and almost half of consumers drink at least one dairy alternative milk. A host of vegan milk, cheese, yoghurt and butter products use homophones, asterisked characters and other word play in their product names, such as Rebel Kitchen’s oat, coconut
