Oatly Loses Some Rights to ‘WOW NO COW!’ Phrase in Trademark Row

Oatly AB lost some of its rights to the “WOW NO COW!” trademark after an Ohio federal judge ruled that the Sweden-based alternative milks company didn’t have a genuine intent to use that phrase in association with dry food products.

D’s Naturals LLC, which makes dairy-free protein bars under the “No Cow” brand, showed that Oatly lacked plans to bring oat-based flours, breads, pastries, and other food items to the market when it registered the “WOW NO COW!” trademark in May 2014.

The US District Court for the Southern District of Ohio struck the “dry foods” portion of the trademark ...