Swiss Court Bans Danone's 'Not Milk' Label in Plant-Based Drink Ruling

Switzerland's highest court has ruled against Danone Switzerland for using misleading labels on its plant-based drinks. The decision follows a long dispute over the Alpro oat drink's packaging, which featured the phrase 'SHHH.... THIS IS NOT MILK'. Authorities argued that such wording could confuse shoppers into thinking the product was dairy milk. The case began when the Zurich Cantonal Laboratory flagged the Alpro oat drink's design as deceptive. The packaging replaced the 'i' in 'Milk' with a milky droplet, which critics claimed resembled traditional milk branding. The Zurich Administrative Court agreed, stating that an average consumer might mistake the product for cow's milk.

Danone appealed the ruling, but the Swiss Federal Supreme Court upheld the ban on March 27, 2026. By a 4-1 vote, the judges ruled that plant-based drinks cannot use the term 'milk'—even in negative phrasing—if it misleads buyers. The court also reinforced that only animal-derived products can legally carry the label 'milk'. The Swiss Protein Association (SPA) had pushed for clearer distinctions between animal and plant-based products. Meanwhile, the Swiss Consumer Protection Foundation (SKS) argued that labels stating what a product *isn't* create unnecessary confusion. The Alpro oat drink remains available at major retailers like Migros and Coop, but its packaging must now comply with stricter labeling rules. The same ruling extended to other plant-based alternatives. The court also banned the term 'Planted Chicken' for vegan chicken substitutes, reinforcing that labels must not imply a direct comparison to animal products.

The decision sets a clear standard for how plant-based foods are marketed in Switzerland. Manufacturers must now ensure their labels do not mislead consumers about a product's origin or composition. The ruling aligns with Swiss food laws, which require vegan alternatives to be distinctly different from their animal-based counterparts.