How are milk substitutes labelled in the UK? Should the term ‘milk’ be added to milk substitute labelling?

Abstract Existing regulation in the UK states that term ‘milk’ can only be used labelling to describe products originate from animals. We conducted an observational study, which surveyed availability and of milk substitutes supermarkets, online experimental assessed impact using on substitute labelling. In 352 adults were randomised one two conditions where they saw either labelled with regulations (e.g., soya drink) or milk). Our primary aims assess whether adding labels would (1) more accurately communicate uses (2) confuse consumers about come animal source. our readily available varied significantly. increased understanding product's use. However, participants who misidentified as coming Future policy should consider clarification such