A2M - Risk Management, page-83

It doesn't need to say it 100%, that's not the point. Nothing has changed about Pura's milk so why splash the A2 in bold letters on the label? what is the point in doing that unless they are intentionally trying to trade on the a2 brand by confusing buyers into thinking that it is a2 milk.
Lion are fully aware that consumers, other than most on this thread or those who have researched it, do not fully understand the difference between A2 the protein and a2 the brand so they have attempted to capitalise on the misunderstanding in a sinister attempt to take market share away from a2 mc to bolster their declining market share.