The UK has a proposal to ban product labels for using variants of dairy product names to label non-dairy substitutes.

I don't think anyone is likely to think that "I Can’t Believe It’s Not Butter" with butter. However, I did once buy a product with "cheeze" when I wanted a version that had real cheese. If I had checked carefully, I would have understood the difference, but I didn't realize it might be a mistake.

I would suggest allowing the names that say "not FOO" when the "not" is large and visible. But a substitute name that differs only a little from the dairy product name does cause a risk of confusion and should not be allowed.