Dairy alternative brands could be forced to change their names if new rules banning dairy descriptors from plant-based products are enforced.

Under the proposals, words such as “m*lk”, “cheeze” and “not milk” would no longer be able to be used on vegan products in a bid to limit confusion among shoppers.

Trading standards officials are thought to be on the verge of issuing the guidance, however Plant-based Food Alliance UK (PbFA) plans to make a final appeal next week to the environment secretary, The Guardian reported.

PbFA chief executive Marisa Heath told the publication: “At the time when we should be encouraging consumers to make more sustainable choices … this is a bad move,” said Heath, who suggested an enforcement drive would harm the wider food industry.

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“Major retailers will have to rename their own-brand plant-based products,” she said. “This will cause unnecessary time and financial costs in an industry that is already doing its best during the cost of living crisis. This could then have an impact on consumer prices too.”

Trading standards officers initially unveiled the proposals in January 2023 and at the time, ProVeg UK director Jimmy Pierson said the ban could be “hugely damaging”.

“This is not about consumer confusion at all. Clearly, everyone knows that oat milk comes from oats.”

According to The Guardian, the latest version of the guidance, which is dated January 2024, has not been diluted despite concerns from campaigners and brands in the plant-based sector.

The “draft opinion” written by the Food Standards and Information Focus Group said: “Technological innovation is leading to the construction of products offered as alternatives to conventional foods of animal origin. It is important that products are clearly distinguished, understood and nutritional differences are not confused.”

If this guidance is approved when the group next meets, it will be shared with trading standards officers across the country.