A2 Milk versus Lion, page-330

Possible outcomes:

1. Court finds that there is scientific evidence to back up A2M's claims. Differentiated product is established and Lion have to amend their labelling to not misrepresent its normal milk as having special qualities related to A2. Many on this forum would strongly support this stance. Hope it gets up.

2. Court finds there is some evidence to support A2M's claims, but that larger studies/further research is needed to establish this. Lion are likely to call expert witnesses to support this view, and is a likely outcome IMO. This does not dispute that there may be a benefit, only that the evidence is insufficient. Given possible benefit and no evidence of harm, consumers should be free to access this product without being misled. A2M may be restricted in health claims that can be made in marketing, but this should not prevent the ability to advertise A2 only or pure A2 as a point of difference. Lion should still be required to amend labelling designed to deliberately mislead consumers.

3. Court finds there is no evidence to support any differential benefit of A2 milk and Lion can label however they desire. I think this is unlikely. There is at least some evidence base which is building, and there is considerable consumer interest in A2 as having a potential benefit. 10% milk market share for a premium priced product backs this up. This consumer interest isn't about to go away, if anything I expect to see an increased market share this year given the publicity A2 has had this past year, increased advertising and prominent displays in supermarkets. In the unlikely event that this outcome happens, A2 can still opt to label their milk as " pure A2" and/or "A1-free". Lion can't counter this, I think they should do it anyway to make things nice and clear.

4. A2 protein science is declared to be bollocks and infact harmful. A2 forced to shut down all production. Nah, never going to happen

It's hard to see a good outcome for Lion. Looking forward to the next update in September. SP should be well north of. $2 by then.