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Dairy won in court. But it's still losing the kitchen table

The Supreme Court protected the word milk, but the harder challenge for dairy is reversing a 50-year decline in consumption

Steve Moncrieff12 February 202612 min read

Independent analysis by The Dairy Mail. Not sponsored; the interpretation is our own.

Row of foil-capped glass bottles filled with fresh milk

The Supreme Court told Oatly it can’t use the word “milk.” Good. But a legal victory means nothing if the industry can’t answer a harder question: why are fewer people drinking it?

The Dairy Mail  |  Opinion  |  Steve Moncrieff, Dairy Connect

On 11 February 2026, the UK Supreme Court handed the dairy sector a unanimous victory. Five justices ruled that Oatly’s “Post Milk Generation” trademark is invalid for use on oat-based food and drink in Britain. The word

milk

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Published by The Dairy Mail, Dairy Connect: https://www.dairy-connect.com/the-dairy-mail/dairy-won-in-court-but-its-still-losing-the-kitchen-table/

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