The title of the article is misleading. The rolling was on the use of “Post Milk Generation” as a trademark for use in their advertising and on their products. It has nothing to do with using “milk” to describe their drinks.

Sadly, every comment in this thread seems to be responding to the title at face value, not the actual court case.

I think it’s a bit silly to prevent the trademark of that slogan, but I’m guessing that’s because I’m missing something in the nuance of what a trademark is, legally, in the UK?

Speculating here with an example of a trademark I know a little bit about: “Grill & Chill” was trademarked by DQ in several jurisdictions. (Aside: and they used that trademark to threaten the “Chill & Grill” restaurant to change its name, despite that use clearly predating DQ’s use of the name by decades, but I digress…) I suppose that’s allowed because “grilling” is directly related to the “trade” of DQ’s services, but something ephemeral like “being a post milk person” is only indirectly related to their “trade” of making non-dairy beverages?

I suppose that makes sense. But still silly, imho.