NotCo Fights for NotMilk Trademark Following Dairy Lawsuit in Chile
Yesterday Chilean giant NotCo announced that in the next few days, it will appeal against a ruling prohibiting the use of the NotMilk trademark in Chile. At the end of 2020, Aproval, the Valdivia dairy farmers union, filed an “unfair competition” lawsuit to the 1st Civil Court of Valdivia, accusing NotCo of taking advantage of “milk’s prestige.” Aproval argued that NotMilk’s advertising strategy uses the word milk to sell its product and, at the same time, disqualifies natural milk, saying it is harmful to health and the environment. The court, which ruled in favor of the dairy union, ordered the “cessation and prohibition of the use of any mark, labeling, distinctive or image, of any nature (whether on the packaging of its product or in …
