The wide variety of plant-based foods that are being positioned in the marketplace as substitutes for standardized dairy products has been the subject of much discussion in our initial work on the Nutrition Innovation Strategy. The rising demand for plant-based products, like soy-based alternatives to cheese and nut-based alternatives to milk, has created a growing number of new food choices in supermarket aisles. However, these products are not foods that have been standardized under names like “milk” and “cheese.” The FDA has concerns that the labeling of some plant-based products may lead consumers to believe that those products have the same key nutritional attributes as dairy products, even though these products can vary widely in their nutritional content. It is important that we better understand consumers’ expectations of these plant-based products compared to dairy products. Many dairy products, such as milk, yogurt and certain cheeses, have standards of identity established by regulation, which require certain components and ingredients in these foods. Names such as “milk”, “yogurt” and “cheddar cheese” have long been recognized by the American public as identifying the dairy foods described in the standards. More recently, these names have appeared in the labeling of plant-based products as part of the name of the product. Some examples include “soy milk” or “almond milk” and “vegan mozzarella cheese.” These plant-based products are sometimes packaged very similarly to those used for milk or yogurt, for example, and sold in the dairy section of grocery stores. However, these plant-based products may not be satisfactory substitutes for all uses of dairy. And some may not be nutritionally equivalent.