Beyond Milk is the newest trademark effort from Beyond Meat, and these applications offer a clear window into the company’s business strategy moving forward.

There weren’t many widely available plant-based commercial milk products until the 1970s and ’80s. Now plant-based milk is a rapidly growing food segment.

In the U.S., it’s almost like milk has been in the public domain — anyone can brand their product with abandon. But milk purists have been pushing back.