No cheeze please: UK proposals could force dairy alternatives to change names

Concerns that ‘draconian’ plans, which are intended to prevent confusion among shoppers, would push up prices

Dairy alternatives such as I Can’t Believe It’s Not Butter and Alpro’s This Is Not M*lk may have to change their names if “draconian” new rules to prevent shoppers confusing plant-based with real dairy products are imposed.

With trading standards officials thought to be on the brink of issuing new guidance, including a ban on the use of words and phrases like “m*lk”, “cheeze” and “not milk” on labels, the Plant-based Food Alliance UK (PbFA) will next week make a last-ditch appeal to the environment secretary to intervene.