The use of "not..." in conjunction with
product names has become a contentious issue in law, particularly
concerning terms that are legally protected or where certain
criteria need to be met in order to use the
description.
For example, Willicroft, an innovative vegan cheese company,
previously employed the "This is not Cheese" branding as
a distinctive marketing approach. The term "Not Cheese"
was used to underline the products' dairy-free nature and avoid
direct comparisons with traditional dairy cheeses, which are
subject to stringent regulations as mentioned above.
In light of these regulatory challenges and the potential for
misleading implications, Willicroft has since moved away from the
"Not Cheese" nomenclature. This shift reflects a broader
trend in the industry towards clearer, more compliant labeling
practices.
