On 11 February 2026, the Supreme Court handed down its decision in the long-running Dairy UK v Oatly AB case, unanimously dismissing Oatly’s appeal and finding that Oatly’s trade mark 'Post Milk Generation' was invalid. Michael Skrein, partner, and Eva Burkhart, trainee at law firm Reed Smith, examine how the judgment will influence branding and marketing in the plant-based sector moving forward. Unfamiliar with the Dairy UK v Oatly AB case? Read about it here. The legal framework – a harsh decision? The Dairy UK v Oatly AB case posed two questions: Does 'Post Milk Generation' use the term 'milk' as a 'designation' within the meaning of the relevant Regulation? Is the term 'Post Milk Generation,' when used in relation to oat-based food and drink, clearly being used to describe a characteristic quality of those products? Question one is a binary question. There either is or is not a 'designation'. The Supreme Court took what might be thought a controversial view that the term 'milk' was used as a designation. It may have been considered that Oatly’s case would be saved by the use of the word 'Post,' signalling distance from dairy rather than an attempt to appropriate it. However, the Supreme Court held that the mark does not clearly describe a characteristic quality of oat-based food and drink products, and therefore falls outside the proviso. It could also be considered that the word 'Post' actually is, rather than is not, used to describe a characteristic quality of the products – 'Post' meaning that the product is from a world that has moved on from milk. However, the Supreme Court found that the word 'Generation' undermines that argument, because the trade mark is not 'clearly' describing any characteristic of the contested products. The Court judged that on its face, it is focused on describing the intended consumers (for example, a younger 'post-milk generation'), rather than the characteristic quality of the goods themselves. One might wonder whether the Supreme Court would have ruled differently if the word 'Generation' had not been used. It's likely it would not have, due to the binary decision but also because the Court took the view – perhaps a little harshly – that the term did not make clear whether the product is entirely free of milk, or only that the milk content is low. Implications for the plant-based sector At first glance, the judgment appears uncompromising: if a product is not derived from animal milk, it cannot be marketed using reserved dairy designations such as 'milk' or 'cheese'. The Court made clear that the purpose of the regulation is to maintain 'fair conditions of competition,' not merely to prevent consumer deception. Even if consumers understand that oat-based products are not dairy, that understanding does not escape the statutory restriction. However, the decision should not be seen as necessarily requiring a wholesale rebrand across the plant-based sector. The prohibition on using 'milk' as the product name for plant-based drinks is not new. UK plant-based brands have long marketed their products as 'oat drink' or 'almond drink' in response to the dairy designation rules, as strictly interpreted in the EU case of TofuTown. The Supreme Court has not changed that baseline. Instead, it has confirmed that the restriction extends beyond product names and may capture branding and slogans where dairy terminology is used 'in respect of' the goods. Crucially, the Court’s reasoning preserves an important safety valve: the proviso allowing designations that are ' clearly used to describe a characteristic quality of the product '. The Court expressly indicated that a hypothetical mark such as 'Milk-free' would be caught by the prohibition at first glance, but would be saved because it clearly describes a product characteristic. The operative distinction is therefore one of clarity. Descriptive, product-focused statements, such as 'milk-free,' 'dairy-free' or 'plant-based alternative to milk,' are likely to remain viable. What is in peril, however, is more expressive use: metaphorical, cultural or generational messaging that invokes dairy terms without clearly describing the product (such as 'Milk Reimagined', 'Milk 2.0,' 'Goodbye Milk,' and 'Milk Break'). Strategic changes For manufacturers, ingredient suppliers, co-packers and brand owners, the practical implications are strategic rather than existential. For instance, trade mark portfolios (registered and pending) incorporating dairy terms for plant-based goods may now require reassessment, while earlier, compliance-led brand development, with legal review at concept stage, will further reduce vulnerability. Additionally, clear descriptive positioning is likely to be more resilient than evocative branding, given the emphasis on clarity, and retailers – especially in own-label – may adopt a more conservative approach, pushing compliance expectations further down the supply chain. The sector may also see transactional scrutiny increase in investment, M&A and due diligence, particularly where valuation is linked to trade mark strength. Finally, from an export perspective, brands should remember to align these strategies across jurisdictions, noting that the UK position reflects retained EU law. Commercial imperatives and next steps The judgment also underscores a wider competitive dynamic. By reserving certain category terms to dairy producers, the regulatory framework effectively restricts access to familiar food vocabulary. Plant-based brands may therefore need to communicate substitution and functionality without using the most immediately recognisable 'shorthand,' which may increase the cost of consumer education. It will be a matter of taking care. The overall impact for the plant-based sector is real but not catastrophic. The judgment does not mandate wholesale rebranding. Rather, it clarifies that dairy terminology is strictly regulated and that non-literal or expressive use will be vulnerable unless it clearly describes a characteristic of the product. The commercial imperative is therefore to innovate, differentiate and build brand equity within those parameters.

Gavan Technologies has appointed former ChickP chief executive Liat Lachish Levy to lead its next phase of commercial expansion, as the Israeli foodtech firm looks to scale production of its plant-based fat system in Europe and compete directly with conventional butter on cost. The leadership change follows the launch of the company’s first European production facility and signals a shift from technology development to industrial execution, targeting large bakery and dairy manufacturers seeking clean label fat alternatives. Lachish Levy replaces co-founder Itai Cohen and will focus on scaling output, expanding partnerships with multinational food producers and accelerating adoption of the company’s flagship ingredient, Fatrix. Gavan says Fatrix, a protein-based fat system made from vegetable oil, water and plant protein isolate, is designed as a 'drop-in' replacement for butter and animal fats, replicating their texture and functionality in applications such as brioche, pound cakes, cooking creams and cream cheese. In a potentially significant claim for manufacturers facing ongoing dairy price volatility, the company said the product is already cost-competitive with conventional butter at the current production scale. Gavan’s newly launched European facility, which has an initial capacity of hundreds of tonnes annually, is built on a modular model that allows for incremental expansion as demand increases. The company says its production approach requires lower capital expenditure than some fermentation-based or structured lipid alternatives, a factor that could improve unit economics and speed deployment in additional markets. The company is initially targeting the bakery and dairy sectors, where manufacturers are under pressure to reduce saturated fat and eliminate hydrogenation while maintaining processing performance and margin. Fatrix contains very low saturated fat, zero trans fats and requires no hydrogenation. Lachish Levy brings more than 20 years of experience across FMCG and food ingredients. At ChickP, she led the commercialisation and international expansion of chickpea protein ingredients through partnerships with global food groups. Board chair Rony Patishi-Chillim said the appointment reflects a transition “from innovation to execution” as the company seeks to build what it describes as a category-defining functional fats platform. Founded in 2018, Gavan develops plant-based protein extraction and structured fat systems positioned as alternatives to animal-derived ingredients, using what it calls a zero-waste production model.

Roquette has launched a new pea protein isolate designed to reduce the characteristic 'beany' off-notes that have long constrained wider use of plant proteins in mainstream F&B applications. The ingredient, marketed as Nutralys Pea 850F, is positioned as a clean-tasting isolate that enables formulators to avoid flavour masking systems or processing aids – a move that could appeal to manufacturers seeking shorter ingredient lists and simpler front-of-pack claims. For B2B manufacturers, the development addresses one of the most persistent formulation challenges in plant-based innovation: balancing protein fortification with acceptable sensory performance. While pea protein has become a preferred option due to its amino acid profile, relative cost stability and non-allergen status compared with soy, its vegetal notes have often required additional flavour systems, sweeteners or texturisers, increasing cost and label complexity. Roquette said the new isolate delivers comparable functional performance to its existing Nutralys S85F benchmark, including emulsification, moderate gelling and solubility suitable for ready-to-drink, ready-to-mix and dairy-alternative formats. The key differentiator, it claims, is improved sensory neutrality confirmed through internal panel testing. The launch comes as high-protein positioning continues to drive new product development across beverages, dairy alternatives and specialised nutrition. According to industry data cited by the company, three in five consumers globally are increasing their protein intake, while food and beverage launches featuring protein and weight management claims rose 29% year-on-year in 2024/25. That growth has been amplified by the rise of GLP-1 weight management therapies, which have reshaped consumer interest in protein-dense, lower-calorie foods. Ingredient suppliers are increasingly targeting this segment with reformulated, higher-protein offerings that do not compromise taste. By addressing off-notes at source rather than relying on flavour masking, Roquette is positioning the ingredient as a cost and time efficiency play for R&D teams. Reducing the need for additional ingredients may shorten development cycles and support clean label positioning – a factor that remains commercially relevant in both European and North American retail channels. The product expands Roquette’s broader Nutralys portfolio, which includes proteins derived from pea, wheat and fava bean, and reflects continued competition among plant protein suppliers to differentiate on sensory performance rather than solely on protein percentage or price.

US-based food-tech start-up Plantible Foods has received a ‘No Questions’ letter from the Food and Drug Administration (FDA), validating the safety of its Rubi Protein ingredient made from duckweed. The letter, in response to Plantible’s Generally Recognized as Safe (GRAS) notice for Rubi Protein, positions Plantible as the first company to receive FDA acknowledgement for the use of isolated RuBisCO protein in food applications. Rubi Protein is derived from water lentils (Lemna), a member of the ‘duckweed’ family of aquatic plants. It is grown in enclosed commercial greenhouses and processed at Plantible’s facility in Eldorado, Texas. The ingredient contains approximately 85% protein by weight and is primarily composed of RuBisCO, the key enzyme responsible for photosynthesis in all green plants and the most abundant protein in nature. A critical step in unlocking large-scale commercial adoption, the FDA’s response affirms Plantible’s conclusion that its ingredient is GRAS under the intended conditions of use. Now, Plantible said it is accelerating its production capacity to meet growing demand across multiple food and beverage categories following completion of this regulatory milestone. Rubi Protein offers a neutral taste profile, high solubility and strong emulsification and foaming functionality. According to Plantible, it can help manufacturers to improve functionality, sustainability and costs without compromising taste or texture. The regulatory milestone is expected to accelerate adoption across baked goods, beverages, plant-based meat and dairy analogues, protein bars, snacks and soups. Tony Martens, founder and CEO of Plantible, said: “The completion of the FDA review validates years of investment in safety, transparency and scientific diligence”. “As global demand for stable, sustainable and clean label proteins continues to rise, Rubi Protein provides manufacturers with a highly functional ingredient that is both nutritionally robust and environmentally efficient.” Martens established Plantible in 2016 alongside fellow Dutch entrepreneur Maurits van de Ven, aiming to rebuild the global food system and unlock the power of plants to promote the health and longevity of people and the planet. The company opened its first commercial production facility in Texas last year, marking the transition from R&D to full-scale manufacturing. Top image: © Plantible Foods

The plant-based food and beverage category is entering its next phase of growth – but what does that look like for the industry's key players, and where are the opportunities as this competitive landscape continues to mature? Angela Flatland, senior sales director for plant-based at Spins, delves into why a thorough understanding of this developing sector is crucial for those looking to succeed within it. For much of the last decade, plant-based foods have been treated as a category defined by peaks and valleys. Headlines have switched between explosive growth and claims that plant-based is dead. The reality, as the data shows, is far more nuanced. Plant-based is not disappearing. It is evolving. At Spins, we recently examined a full ten-year timeline of plant-based performance across the store. What emerged was not a story of decline, but one of maturation. Like any young category, plant-based has moved from rapid expansion into a period of reset and rebalancing. Understanding this evolution is critical for brands and retailers looking to succeed in the next wave. A decade in context: From breakout to rebalance Plant-based, as a modern retail segment, is still relatively young. The years between 2016 and 2018 marked the true kick-off, when legacy animal-based categories began to see credible plant-based alternatives emerge at scale. Plant-based milk and plant-based meat, led by brands such as Oatly, Beyond Meat and Impossible, drove consumer momentum during these years. Momentum accelerated through 2020, when consumer curiosity surged during the early stages of the pandemic. But by 2021 and 2022, the category began to mature from a booming new category to what we're seeing today. Retailers had expanded assortments rapidly, often placing nearly every new plant-based SKU on shelf. As a result, saturation set in. Performance flattened, and in some segments declined, triggering the negative narrative around plant-based growth. What the ten-year view makes clear is that this phase is not an endpoint. It is a reset. Assortments are being refined, weaker products are exiting, and the category is recalibrating around what consumers actually want. This pattern mirrors the lifecycle of many budding categories that are now staples of the grocery store. Social discovery is reshaping demand One of the most important forces shaping the current plant-based landscape and beyond in CPG sits outside the aisle. Consumers are discovering food differently than they did even five years ago. Gen Z shoppers increasingly rely on platforms like TikTok and Instagram to find new products, while Millennials blend social discovery with the platforms and legacy ones like Google and Facebook. Search and social data show that interest in plant-based products has softened from its pandemic-era peak, but it has not disappeared. Instead, it now coexists with rising interest in searches for high-protein diets, food tracking apps like Yuka, and functional nutrition. Viral moments, such as Netflix documentaries or TikTok-driven ingredient trends, still create meaningful sales spikes for plant-based brands that are well-positioned. Retail performance: Signs of stabilisation Point-of-sale data reinforces the idea that the worst of the downturn may be behind us. Compared to its performance two years ago, plant-based is closing the gap between plant-based units sold and total food and beverage, cutting the gap nearly in half, signalling improving trends as the category moves toward 2026. Channel performance tells an equally important story. Natural retailers continue to outperform conventional channels, with plant-based growth up in natural (+2.6%) while conventional remains under pressure (-3.6%). The reasons are familiar: stronger assortments, more innovation and a shopper who is less price-sensitive. Distribution has tightened across both channels, reflecting broader inventory discipline to account for inflation and tariffs, but velocities are up. This signals steady demand – shifting us away from the questions of what shoppers are left to what shoppers are buying.  In tandem with the overall trend towards more gut health and protein-conscious consumers, categories like functional beverages and kombucha, yogurt, wellness bars, tofu and protein supplements are experiencing growth in the plant-based aisle in the natural channel.  Changing consumers and raised expectations Spins' consumer panel data shows that plant-based meat and milk have lost share, largely to animal-based alternatives. In plant-based meat, roughly two-thirds of dollar losses have shifted back to animal meat, with the remainder moving to categories like refrigerated entrees and beans and lentils. In plant-based milk, the shift is even more pronounced, with the majority of losses going back to dairy milk. This does not signal a rejection of plant-based values. Instead, it reflects rising competition. Animal-based categories have raised the bar, leaning into many of the same better-for-you attributes that once differentiated plant-based: clean labels, grass-fed, hormone-free, antibiotic-free and natural positioning. Premium natural and specialty animal products are now driving most of the dollar growth in those categories. In other words, consumers are making more nuanced trade-offs. They are choosing products that best meet their needs in a given moment, regardless of whether they are plant- or animal-based. What is winning in plant-based today? Despite maturation, there are clear pockets of strength within plant-based. Products that deliver added nutritional value are outperforming their counterparts. Plant-based sources of protein continue to resonate across the store, even as consumers experiment with where that protein comes from. High-fibre plant-based items are driving disproportionate growth, supported by increased awareness around digestive health and the influence of GLP-1 medications. Probiotics and gut health are another bright spot. According to Spins' Gen Z and Millennial trends report, younger consumers in particular prefer to get digestive support from food rather than supplements, fueling strong performance for plant-based yogurts and fermented products. Functional ingredients are also having a moment. Items containing matcha, functional mushrooms and maca root are outperforming the broader plant-based set, aligning with consumer interest in energy, mood and holistic health. Sustainability attributes further reinforce growth, especially labelled organic and fair trade claims. There is strong synergy between the plant-based category and sustainability attributes, connecting to consumers' values-based diets. Standards such as labeled organic plant-based positioned products are growing 18%, while others like regenerative organic certification (+14%), glyphosate residue free (+115) and upcycled ingredients (+4%) trail closely behind. The next wave: Where innovation is headed Looking ahead, innovation data offers a roadmap for the next phase of plant-based growth. Categories tied to trending nutrients are seeing the strongest traction, particularly wellness and snack bars, plant-based yogurt, and refrigerated juices, shakes and smoothies. These segments combine high innovation rates with strong alignment to consumer values around protein, fibre and functional benefits. Importantly, innovation is shifting away from centre-of-plate replacements and toward non-meal eating occasions. Snacking, beverages and supplements are where new plant-based products are entering the market and gaining acceptance. International flavours represent another growth lever, reflecting broader macro trends across the industry and the inherently plant-forward nature of many global cuisines. Protein remains central to the conversation. While there are early signals that the protein cycle may eventually moderate, the data suggests there is still room to run, particularly for products that balance protein with overall nutritional integrity. Plant-based is evolving, not ending Plant-based continues to align with the values that consistently shape food purchasing decisions: health, sustainability and impact on people, animals and the planet. The category’s next wave will not be defined by sheer expansion, but by smarter innovation, clearer differentiation and products that win on taste, nutrition and trust. For brands and retailers, the opportunity lies in embracing this evolution. Those who understand the competitive landscape, lean into meaningful attributes and meet consumers where they are will help shape what plant-based becomes next.

US plant-based nutrition brand Aloha has added a limited-edition Cookies and Creme protein bar to its portfolio. The launch brings a familiar flavour to the brand’s line-up of high-protein, high-fibre bars while aiming to address common trade-offs around taste and ingredient quality in the protein bar category. Aloha Cookies and Creme bar features a creamy white chocolate coating layered with crunchy chocolate cookie pieces, cocoa and a touch of sea salt. It is made with organic, whole food ingredients and the brand’s blend of pumpkin seed and brown rice protein. Each bar delivers 14g of protein, 10g of fibre and just 5g of sugar, with no sugar alcohols or artificial sweeteners. Like all of Aloha’s protein bars, the bar is dairy-free and 100% plant-based. It is also free from common allergens gluten and soya. Brad Charron, CEO of Aloha, said: “Cookies and Creme is such a nostalgic flavour combo for so many people. We wanted to evoke the comfort of a classic, but do so in a way that is undeniably Aloha. Meaning, it not only tastes great but uses premium, organic ingredients for nutrition that actually hold up.” The bar is available for a limited time on Aloha’s website from 17 February, with distribution to select retailers beginning in April.

British mushroom grower Urban Farm-Produce (previously Urban Farm-It) has entered a £1.9 million seed round to accelerate its lion’s mane growth strategy. The company, based in Kent, UK, cultivates and transforms functional mushrooms into fresh, dried, ready-to-eat and ingredient-grade formats without synthetic ingredients and heavy processing. Its vertically integrated supply chain aims to provide retailers and manufacturers with a domestic, transparent and reliable solution at a time when provenance and food security are becoming increasingly crucial for industry and consumers across the nation. Investment raised through the seed round, set to close in May 2026, will fund revenue generating infrastructure, expand production capacity and fuel the launch of new lion’s mane formats for retail, foodservice and the health sector. Specifically, the company plans to expand its fruiting room capacity, establish a substrate production facility for full vertical integration, enhance operational efficiency to drive margins toward a 24% target, and fuel brand expansion through premium retail and D2C channels. Lion’s mane – a trending functional mushroom associated with a range of health benefits including cognitive and nervous system support – can help to meet consumer demand for minimally processed and locally sourced foods, as well as providing a significantly less carbon-intensive alternative to meat products. Elliot Webb, founder and CEO, commented: “Consumers now expect better food security, stronger sustainability and exceptional flavour, and Lion’s Mane delivers all three. We’re not trying to imitate meat or mask ingredients, we're delivering whole food nutrition in its purest form, grown right here in Britain.” The company announced its rebrand to Urban Farm-Produce last month, reflecting its shift from a grow‑your‑own brand into a vertically integrated supplier delivering certified‑organic lion’s mane at national scale. Urban Farm-Produce has reported £1.6 million in committed revenue for 2026 as demand accelerates and the company continues to strengthen its retail position. Webb said the business’ structure and partnership with supply solutions specialist Oakland International give the company a head start putting it “years ahead of the market”. “We’ve built something incredibly difficult to replicate,” he added. “This investment round isn’t about experimentation; it's about accelerating a proven model with real world traction and strong commercial demand.”

San Francisco-based Palmetto Superfoods has become the first US foodservice operator to bring leaf protein to its menu, through a partnership with food-tech start-up Leaft Foods. Leaft Foods, based in New Zealand, produces rubisco protein – a plant-based protein ingredient sourced from green alfalfa leaves. Its new partnership with Palmetto has resulted in the launch of the Blade Smoothie at the smoothie and acai bowl chain’s San Francisco Bay Area locations. The smoothie contains Leaft’s flagship rubisco ingredient, Leaft Blade, which offers 522mg of essential amino acids per gram. The protein is engineered for rapid digestion, with amino acids delivered significantly faster than traditional proteins. Each serving also delivers vitamins and minerals that can support gut health, immunity, circulation, hormonal balance, and hair and skin health. Blade Smoothie, available at $13.95, features a blend of Japanese Matchacado, spirulina, pineapple, kiwi, avocado, chia seeds, dates, coconut milk and Leaft Blade protein. Charles Lee, CEO and founder of Palmetto Superfoods, said: “The Blade Smoothie represents a new chapter for Palmetto Superfoods. Thanks to our partnership with Leaft Foods, we’re proud to introduce our first greens smoothie – one that’s powerful, functional and packed with clean plant protein.”

Researchers in the US have developed a two-step fermentation method that can improve the aroma of plant proteins, paving the way for more appealing plant-based foods. The team, based at Ohio State University, designed a process to counter the odours that typically form during plant cultivation and extraction. Their results showed their approach could remove between 95-99% of key smells, significantly outperforming one-stage fermentation across all proteins. Because smell greatly influences flavour perception, common plant protein scents – often described as beany, grassy, earthy, sulfurous or cereal-like – can stand in the way of consumers choosing plant-based foods, the researchers explained. Depending on the product, successful fermentation can take anywhere from a few hours to an entire day. Manpreet Kaur, lead author of the study and a PhD student in food science and technology at Ohio State, said that adding the second step does not overcomplicate this process. This means future plant-based proteins created using the team’s method will not cost consumers more or take longer to produce. “We are using the same things that are used in the normal fermentation process,” explained Kaur. “The only thing changed is how we utilise the bacteria.” In the experiment’s first stage, researchers added a type of beneficial bacteria, Lactobacillus plantarum , to their microbial cultures, allowing it to ferment and begin breaking down the compounds responsible for foul smells. In stage two, they used a traditional yogurt culture containing a variety of common bacteria known for developing and modulating desirable aromas to complete the fermentation process. The researchers then applied this method to solutions containing eight different plant proteins: 9% soy, pea, chickpea, mung bean, faba bean, rice, barley-rice and hemp. According to the team, in each test, human sensory evaluation results revealed consistent and often near-complete reductions in smells. Kaur’s team also found that adding certain ingredients could affect the outcome of the process. For example, while the natural sugar allulose could enhance Lactobacillus plantarum  activity, strawberry preserves aided the performance of the bacteria in the yogurt. In contrast, non-fermentable additives, such as pectin, xanthan gum and oil, were introduced with only minimal effects on odour reduction.  The team says the work can not only advance the field’s understanding of how fermentation can be used to mitigate sensory challenges, but also offers a practical solution for development of flavourful plant-based dairy snack alternatives.

UK retailer Tesco has reported a surge in demand for chilled plant-based food products for the first time in years, signalling a promising return to growth amid a turbulent period for the category. Recent market data from retail analyst Nielsen shows volume demand for chilled plant-based food has grown by just under 1% across UK supermarkets in the past year. In the last 12 weeks, it has increased to 1.7%. Tesco said it has seen this increased demand reflected within its own sales data, citing the trend for natural, healthy plant-based foods and a rise in scratch cooking as key drivers. This news comes despite the retail chain’s announcement last year that it would be highly unlikely to meet its previously announced target of achieving a 300% sales increase within its meat alternative ranges by December 2025, due to a year-on-year decline in the market. However, Tesco acknowledged increased demand for protein diversity, with consumers turning to veg-led, whole food and minimally processed proteins such as lentils, chickpeas, beans, nuts, seeds and tofu. Tofu, tempeh and seitan have all seen a 12% increase in demand over the past year at Tesco, while interestingly, plant-based mince has seen demand rise by nearly 25% – an encouraging figure in contrast to the past few years' rising concerns over slowing alt-meat sales and ‘UPF’ fear. Snacking, including falafels and mini plant-based sausages, have also seen demand rise by more than 5%. Natural plant-based food brand Gosh has seen 6% volume growth over the last 52 weeks for its hero Moroccan Falafel product. Bethan Jones, plant-based food buyer at Tesco, commented: “We are beginning to see the green shoots of recovery across the UK’s plant-based food sector, as a growing number of shoppers place long-term health and wellbeing at the centre of their food choices”. “Increasingly, the inclusion of vegetables and plant foods is being seen not as a passing preference, but as a fundamental part of how people expect to eat in the future.” While the plant-based food category emerged as one of the fastest-growing food trends of the late 20 th  century, Jones noted, economic pressures and the “fading novelty of early experimentation” made this rate of growth unsustainable in the long-term. “Now, momentum is returning in a more grounded form,” she reflected, pointing to the growing “micro-trend” of whole food plant proteins as the driver of a shift from “short-term trend to lasting dietary change”.

Swedish oat milk brand Oatly has expanded its Barista Edition range with the launch of three new flavours: coconut, vanilla and caramel. Oatly’s new flavoured innovations have now launched in Morrisons stores across the UK, as well as via Ocado from next week. Other major retailers are set to follow, the brand confirmed. Oatly said its latest additions follow rising demand for ‘unusual, customisable drinks’ and enable the brand to tap into international consumer coffee trends for making creative and flavourful drinks at home. Suitable for using in both hot and cold beverages, the new products combine Oatly Barista’s creamy texture with the sweet flavours of coconut, vanilla and caramel. They can be used for frothing and latte art, ideally suited to coffee, matcha or with ice. Like all products in Oatly’s range, they are 100% plant-based, made with fibrous oats and without soya. They are also fortified with vitamins and calcium. Rowena Roos, Oatly’s head of food and drinks experience, said: “The neutral taste of oats make them the ideal foundation for other flavours. Our new Barista Edition Flavours are here to expand the taste universe of your iced and hot coffees, overnight oats, smoothies or anything you would usually add Oatly Barista too.” The drinks are available in 1-litre cartons, each priced at an RRP of £2.30.

More than 20 plant-based food brands operating across the EU, UK and US have issued a joint letter calling on EU policymakers to maintain the current regulatory framework governing plant-based product labelling. The coordinated intervention comes ahead of a decisive trilogue meeting scheduled for 5 March 2026, where EU institutions are set to determine whether commonly used terms such as 'burger' and 'sausages should be restricted for plant-based products. Among the signatories are Linda McCartney Foods, Quorn Foods, This, Cauldron Foods, Beyond Meat, The Tofoo Co, Vivera and Suma Wholefoods, alongside a coalition of trade bodies and advocacy organisations, including the Vegetarian Society and European Vegetarian Union. In the letter, addressed to the European Commission, European Parliament and Council of the European Union, businesses argue that descriptors such as 'plant-based burger' and 'vegetarian sausage' function as practical signposts for consumers, while also distinguishing products as meat-free. Rebecca Fairbairn, marketing & strategy director HED and meat-free at The Hain Celestial Group, owner of Linda McCartney Foods, said: “These familiar terms have been used in the category without issue for almost 40 years, providing a recognisable reference while also clearly communicating they are without meat. Banning these would add a level of confusion for shoppers that would benefit no one.“ Mark Cuddigan, CEO of This, commented: “Calling something a plant-based burger or sausage doesn’t mislead anyone; it just helps people know what to expect and how to use it. This kind of restriction holds the industry back at a time when we should be making it easier, not harder, for people to choose more sustainable foods.” With many brands operating internationally, the industry cautions that EU-specific terminology rules could create regulatory fragmentation, particularly if they diverge from labelling norms in the UK and US. “The EU’s regulatory framework sets global food standards,” the letter states. “Decisions made now will affect not only European markets, but also international trade and the future of food innovation.” Campaigners point to recent consumer data to support their case. A YouGov survey conducted in December 2025 found that 92% of UK adults said they had never bought, or could not recall buying, a plant-based sausage or burger, believing it to contain meat. “Businesses are the latest group to send a clear message that banning familiar veggie terms is completely unnecessary," Jenny Canham, public affairs lead at the Vegetarian Society, said. "EU decision-makers must recognise the global risks of pursuing a terminology ban to address a problem that simply does not exist. What we truly need is clear labelling, not unnecessary language barriers," she added. The debate follows earlier interventions, including a December 2025 letter to the European Commission signed by eight UK MPs and supported by Paul McCartney and his family. Discussions subsequently stalled between the Parliament, Commission and Council. While the decision will be taken at EU level, stakeholders note that the outcome could have implications for UK-EU trade alignment under future agreements. David Flochel, CEO of Quorn Foods, said: “At a time when Europe faces the urgent challenges of the climate crisis, biodiversity loss, and the need to fix our unsustainable food system, it’s regrettable that energy continues to be spent revisiting an issue that consumers settled long ago.” Top image: © Linda McCartney