Simply put, an almond can’t lactate. So why does Almond Breeze insist on using the descriptor “milk” on their products? Because they want people to think they are getting the nutritional benefits of real dairy, while charging more for an imitator that doesn’t deliver the same nutritional punch.

It’s not surprising that Almond Breeze would want to profit off of confusing people into thinking they are consuming the nine essential nutrients and proteins delivered in actual milk. But, it’s troublesome how easily they can get away with slapping an almond “milk” label on the front of their package.

The USDA’s definition of milk is clear: “Food products made exclusively or principally from the lacteal secretion obtained from one or more healthy milk-producing animals, e.g., cows, goats, sheep and water buffalo.” Almonds are clearly not lactating animals and their milk alternatives aren’t comparable to actual milk. But, Almond Breeze doesn’t care. They want to boost their profits by making people think they are consuming the nutritional benefits of actual milk.

In the U.S. they get away scot-free with this gimmick, but that doesn’t fly in other countries around the world. Almond Breeze knows that misleading labeling won’t work if they cross the pond or go north. Their packaging in Canada and the U.K. does not include the word “milk” because those governments enforce regulations against misleading labeling. They get a free pass in the U.S., though, and can slap the words “almond‘milk’”on their products at will. It’s a false equivalence at best, outright deception at worst. C’mon, Almond Breeze. Your U.S. customers deserve the same truth and transparency in labeling that customers outside our borders already count on.

Blue Diamond’s Almond Breeze, it’s time to start leading with integrity instead of misleading for profit. Tweet, post on Facebook or write to Almond Breeze today to encourage them to stop using this deceptive label.