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18 February 2026NewsTrademarksMuireann Bolger

Exclusive interview: ‘Oatly decision is an aid to brands, not a challenge’

Fresh from representing Dairy UK in its trademark victory against oat drink brand Oatly, DWF’s Asima Rana tells Muireann Bolger why this ‘polarising’ case brings clarity, not confusion, for brands.

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More on this story

Trademarks
11 February 2026   Bad news for marketers as the UK’s top court dismisses Oatly’s appeal over its use of a protected word, in a decision with far-reaching implications for an industry reliant on ironic branding.
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8 January 2025   Plant-based meat substitute company secures patent for “meat” technology after a European court ruling | Patent covers flavour and aroma of its meat substitutes | Potentially significant win by market leader after demand falters.
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3 December 2024   Ruling considered legal protection of dairy terms and extension of rules to trademarks | Oat drinks maker had sought to register ‘Post Milk Generation’ for beverages and food items.