As the plant-based category continues to open up new possibilities across all grocery aisles, it’s also instigating important discussions about labeling. Since the inception of plant-based items, leaders in categories like meat and dairy have gone back to the drawing board to try to get down to the bottom of how to market plant-based goods without encroaching on the items they are reimagining.
Chobani, a leader in the dairy category, was recently recognized by the National Milk Producers Federation (NMPF) for the strategy it’s using to draw attention to its new line of oat-based products. According to a NMPF press release, Chobani isn’t using dairy terms on its plant-based offerings, which proves what NMPF deems an important point: As the U.S. Food and Drug Administration considers updates to its labeling guidelines on dairy terms, responsible marketers are following the law and choosing to not label their plant-based beverages as milk.
“Chobani Oat exposes the fallacy of cries from plant-based manufacturers that their products must be called milk, or cheese, or whatever—or else consumers might be confused. Standing up for labeling transparency isn’t only honest, it’s commercially viable,” NMPF wrote in its press release. “Dairy farmers embrace responsible competition and understand that proliferating choices are a 21st-century reality. That’s why products like dairy/plant-based blends are entering the marketplace, and that’s why a smart company like Chobani adds both oat beverages and milk-based creamers to its offerings.”
NMPF’s recognition of Chobani’s latest efforts arrives amidst a larger ongoing conversation between dairy farmers and plant-based purveyors regarding which terms non-dairy and dairy-adjacent products can use on their labels. As the conversation continues, keep checking back with Deli Market News on the latest topics in the discussion.