Defra is considering guidance to ban vegan food manufacturers from using names like 'Mylk', 'Sheese' and 'B+tter' on their products.
The move is likely to cost companies that make such foods millions of pounds to relabel packaging and start marketing campaigns from scratch. At a time when many small businesses are struggling, this might be considered anti-business.
In January, Trading Standards were accused of insulting consumers' intelligence, by suggesting that dairy-free milks would have to drop the term 'milk', reserving the word only for cow milk, goat milk, breast milk... and coconut milk.
Unfortunately for the lobbyists, the words milk and cheese are already in common use beyond the dairy industry.