I don't think it is about trade mark at all - it is about...

I don't think it is about trade mark at all - it is about misleading the consumer. Lion knew people were buying a2 milk because they (the consumer) thought it would give them additional benefits or at least avoid risks they thought might be associated with other cows milk. In response Lion then plastered the words A2 all over the front of their label. why?... to attempt to get those people who were looking to buy a2 milk because of its health benefits (real or imagined is not relevant) to buy Pura....in other words mislead them... as the benefits, as outlined by a2 milk company, come from the avoidance of milk with A1 in it. Lion know this is what the a2 milk company say about its milk but Lion are taking advantage of the fact that many consumers don't.