Direct Trading Standards to allow plant-based brands to use dairy-related terms.

The plant-based food and drink industry generates hundreds of millions of pounds of revenue each year and is a dynamic product innovator in the UK economy.

These guidelines would prevent brands from continuing to use terms such as “mylk”, “sheese” and “b+tter” that they have used for years to describe their products.

There is no evidence of consumer confusion on this front, so the changes would achieve little other than adding costs to an industry already battling rising prices.