LISBON (Reuters) – A new rule banning food companies from comparing plant-based products to dairy in their marketing could be agreed by European Union negotiators this week, despite protests from firms including Danone, Nestle and Unilever.
Products like Nestle’s Nescafe Almond Latte, described on the package as a ‘delicious alternative to dairy’, or Danone’s Alpro ‘plant-based alternative to Greek-style yogurt’ would need new slogans, lawyers said.
Even the package design of a soy drink resembling a milk carton could be construed as an ‘evocation’ of milk products and thus banned, they said.
“It would be almost impossible to communicate about plant-based products,” Siska Pottie, head of the European Alliance for Plant-Based Foods, told Reuters.
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