The case focused on an oat-based drink sold in Swiss supermarkets under the Danone-owned Alpro brand. The packaging carried the slogan “Shhh… this is not milk,” but Zurich food inspectors argued that the wording and the white-and-blue carton could still lead consumers to associate the product with cow’s milk. A Zurich court supported that view before the case reached the Supreme Court.
Under Swiss food law, plant-based alternatives must avoid any wording that could create confusion with animal products. Existing restrictions already prevent vegan products from using names such as “salami” or “meatloaf.” The Supreme Court extended that logic, ruling by a four-to-one majority that the term “milk” may not appear at all on non-dairy products, regardless of context. One dissenting judge argued that expressions such as “soy milk” and “almond milk” are widely understood and unlikely to mislead consumers.
The ruling follows an earlier Swiss judgment that prohibited the use of labels such as “planted chicken” on meat alternatives. For dairy producers and manufacturers, the new decision provides legal certainty and stronger protection for traditional dairy terminology in the Swiss market. Because the Supreme Court’s interpretation is binding nationwide, food companies selling plant-based beverages in Switzerland will now need to redesign labels and marketing materials.