Unsurprisingly, Schoolcraft’s creative style disrupted the milk category as a whole, as the brand was taken to court by dairy trade association Dairy UK to contest Oatly’s marketing slogan ‘Post Milk ...

At least that’s always been the perspective of Oatly, the Swedish oat milk brand known for self-deferential marketing. On billboards and its packaging, the company likes to grab attention and turn ...

In December, a U.K. court ruled in favor of the country’s dairy lobby that Oatly couldn’t market its drink with the slogan “Post Milk Generation” because they didn’t constitute milk.

Oatly's legal battle began in 2019 when it secured a trademark for the 'Post Milk Generation' slogan. Dairy UK objected to the trademark, seeing the inclusion of the term "milk" as "deceptive".

When the world was still reeling from the pandemic in 2021, Oatly kicked off its public listing on the Nasdaq. The Swedish-bred company’s shares rose 20% on debut—it felt there was no stopping ...