{"id":86671,"date":"2024-12-11T20:31:53","date_gmt":"2024-12-11T19:31:53","guid":{"rendered":"https:\/\/www.greatitalianfoodtrade.it\/?p=79769"},"modified":"2025-03-03T11:03:34","modified_gmt":"2025-03-03T10:03:34","slug":"oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk","status":"publish","type":"post","link":"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/","title":{"rendered":"Oatly, la Corte d\u2019Appello di Londra nega il marchio \u2018post milk\u2019"},"content":{"rendered":"<p>La Corte di Appello di Londra ha negato in via definitiva l\u2019uso del marchio \u2018Post Milk Generation\u2019 sulle bevande vegetali a base di avena prodotte dal gruppo svedese Oatly. Si conferma cos\u00ec, anche in UK, il ferreo divieto al \u2018milk sounding\u2019 gi\u00e0 stabilito dalla Corte di Giustizia dell\u2019Unione Europea.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/#1_Oatly_la_bevanda_a_base_di_avena_piu_venduta_al_mondo\" >1) Oatly, la bevanda a base di avena pi\u00f9 venduta al mondo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/#2_%E2%80%98Post_Milk_Generation_il_marchio_contestato\" >2) \u2018Post Milk Generation\u2019, il marchio contestato<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/#3_La_decisione_della_Corte_dAppello_di_Londra\" >3) La decisione della Corte d\u2019Appello di Londra<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/#4_Precedenti_e_prospettive\" >4) Precedenti e prospettive<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/#Note\" >Note<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Oatly_la_bevanda_a_base_di_avena_piu_venduta_al_mondo\"><\/span>1) Oatly, la bevanda a base di avena pi\u00f9 venduta al mondo<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Oatly<\/strong> \u00e8 la bevanda a base di avena pi\u00f9 venduta al mondo. Venne sviluppata nei primi anni 90 del secolo scorso dai ricercatori dell\u2019Universit\u00e0 di Lund (Svezia), sotto la guida del professor Rickard \u00d6ste.<\/p>\n<p><strong>Il docente universitario<\/strong>, assieme al fratello Bjorn, ha creato su tali basi un impero industriale, Oatly Group AB (Nasdaq: OTLY), con operazioni in Europa, Nord America e Cina. (1)<\/p>\n<p><strong>Fatturato annuo<\/strong>\u00a0complessivo superiore a US$ 800 milioni, in apprezzabile aumento (+10,9% nel terzo trimestre 2024 rispetto allo stesso periodo dell\u2019anno precedente), con margine lordo del 29,8%. (2)<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_%E2%80%98Post_Milk_Generation_il_marchio_contestato\"><\/span>2) \u2018Post Milk Generation\u2019, il marchio contestato<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>\u2018Post Milk Generation\u2019\u00a0<\/strong>\u00e8 il marchio che Oatly ha provato a registrare in UK nel 2019. Tale domanda \u00e8 stata respinta da IPO (Intellectual Property Office), nel 2023, a seguito dell\u2019opposizione di Dairy UK.<\/p>\n<p><strong>Il sindacato britannico<\/strong> dei produttori di latte aveva infatti contestato la possibile l\u2019ingannevolezza del richiamo a \u2018milk\u2019 in un messaggio promozionale riferito a una bevanda di esclusiva natura vegetale.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_La_decisione_della_Corte_dAppello_di_Londra\"><\/span>3) La decisione della Corte d\u2019Appello di Londra<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>I giudici<\/strong> di Londra\u00a0si sono pronunciati sul caso, a novembre 2024, accogliendo la tesi di Dairy UK. Il marchio Oatly \u2018Post Milk Generation\u2019, secondo la Corte d\u2019Appello, viola sia la normativa britannica sui marchi sia il Common Market Organisation:<\/p>\n<p><strong>&#8211; <\/strong><em><strong>\u201cMilk&#8221;<\/strong> means exclusively the normal mammary secretion obtained from one or more milkings without either addition thereto or extraction therefrom<\/em>\u2019;<\/p>\n<p><strong>&#8211; <\/strong><em><strong>&#8220;milk products&#8221;<\/strong> means products derived exclusively from milk, on the understanding that substances necessary for their manufacture may be added provided that those substances are not used for the purpose of replacing, in whole or in part, any milk constituent\u2019<\/em>. (3)<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Precedenti_e_prospettive\"><\/span>4) Precedenti e prospettive<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>La Corte di Giustizia<\/strong> presso l\u2019Unione Europea aveva gi\u00e0 fornito un\u2019interpretazione ufficiale del Common Market Organisation Regulation (EU) No 1308\/03, nel caso Tofu Town GmbH di cui si \u00e8 gi\u00e0 riferito. Escludendo la possibilit\u00e0, in quel caso, di riferire il termine \u2018formaggio\u2019 a \u2018plant-based foods\u2019 a base di soia. (4)<\/p>\n<p><strong>Sebbene Oatly<\/strong> possa ancora presentare ricorso alla Corte Suprema del Regno Unito, la sentenza della Corte d&#8217;Appello \u00e8 vincolante per tutti gli altri tribunali. E impedisce la registrazione di marchi che richiamino prodotti lattiero-caseari su alimenti di natura diversa, siano essi di origine vegetale o da agricoltura cellulare. (5)<\/p>\n<p><em>Dario Dongo<\/em><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Note\"><\/span>Note<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>(1) Dario Dongo. <a href=\"https:\/\/www.foodtimes.eu\/research-en\/the-functional-drink-that-reduces-glycemic-response\/\">The functional drink that reduces glycemic response<\/a>. FT (Food Times). December 25, 2019<\/p>\n<p>(2) Oatly Reports Third Quarter 2024 Financial Results. Globalnewswire. November 7, 2024\u00a0<a href=\"https:\/\/tinyurl.com\/3wwukh22\">https:\/\/tinyurl.com\/3wwukh22<\/a><\/p>\n<p>(3)\u00a0Regulation (EU) No\u00a01308\/2013 establishing a common organisation of the markets in agricultural products. Consolidated text at November 8, 2024\u00a0<a href=\"https:\/\/tinyurl.com\/2pu8kfzp\">https:\/\/tinyurl.com\/2pu8kfzp<\/a>. Si vedano l\u2019articolo 78.2 e l\u2019Allegato VII, Parte III (Milk and milk products)<\/p>\n<p>(4) Dario Dongo. Tra Cheese sounding e Meat sounding, l\u2019incerta linea della legalit\u00e0. FT (Food Times). 18.6.17<\/p>\n<p>(5) Dario Dongo. <a href=\"https:\/\/www.foodtimes.eu\/research-en\/imagindairy-the-milk-from-cellular-agriculture\/\">Imagindairy, the \u2018milk\u2019 from cellular agriculture<\/a>.\u00a0FT (Food Times). December 24, 2021<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Corte di Appello di Londra ha negato in via definitiva l\u2019uso del marchio \u2018Post Milk Generation\u2019 sulle bevande vegetali a base di avena prodotte dal gruppo svedese Oatly. Si conferma cos\u00ec, anche in UK, il ferreo divieto al \u2018milk sounding\u2019 gi\u00e0 stabilito dalla Corte di Giustizia dell\u2019Unione Europea. 1) Oatly, la bevanda a base [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":86649,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1991],"tags":[6858,894],"class_list":{"0":"post-86671","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-consumatori-e-salute","8":"tag-latte-vegetale","9":"tag-milk-sounding"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Oatly, la Corte d\u2019Appello di Londra nega il marchio \u2018post milk\u2019 - FoodTimes<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Oatly, la Corte d\u2019Appello di Londra nega il marchio \u2018post milk\u2019 - FoodTimes\" \/>\n<meta property=\"og:description\" content=\"La Corte di Appello di Londra ha negato in via definitiva l\u2019uso del marchio \u2018Post Milk Generation\u2019 sulle bevande vegetali a base di avena prodotte dal gruppo svedese Oatly. Si conferma cos\u00ec, anche in UK, il ferreo divieto al \u2018milk sounding\u2019 gi\u00e0 stabilito dalla Corte di Giustizia dell\u2019Unione Europea. 1) Oatly, la bevanda a base [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.foodtimes.eu\/it\/consumatori-e-salute\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\/\" \/>\n<meta property=\"og:site_name\" content=\"FoodTimes\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-11T19:31:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-03T10:03:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.foodtimes.eu\/wp-content\/uploads\/2024\/12\/Oatly-milk-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dario Dongo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dario Dongo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/consumatori-e-salute\\\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/consumatori-e-salute\\\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\\\/\"},\"author\":{\"name\":\"Dario Dongo\",\"@id\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/#\\\/schema\\\/person\\\/437f4e53080f0cea732fe0dac6a86909\"},\"headline\":\"Oatly, la Corte d\u2019Appello di Londra nega il marchio \u2018post milk\u2019\",\"datePublished\":\"2024-12-11T19:31:53+00:00\",\"dateModified\":\"2025-03-03T10:03:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/consumatori-e-salute\\\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\\\/\"},\"wordCount\":528,\"publisher\":{\"@id\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/consumatori-e-salute\\\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.foodtimes.eu\\\/wp-content\\\/uploads\\\/2024\\\/12\\\/Oatly-milk-1.jpg\",\"keywords\":[\"latte vegetale\",\"milk sounding\"],\"articleSection\":[\"Consumatori e Salute\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/consumatori-e-salute\\\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\\\/\",\"url\":\"https:\\\/\\\/www.foodtimes.eu\\\/it\\\/consumatori-e-salute\\\/oatly-la-corte-dappello-di-londra-nega-il-marchio-post-milk\\\/\",\"name\":\"Oatly, la Corte d\u2019Appello di Londra nega il marchio \u2018post milk\u2019 - 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