I think there's an argument made that some packaging can be confusing. They might think the term 'beyond meat' is clear enough but not everyone will. Perhaps stores need to stock them in different locations - in fact, that's how I nearly always see it done. I think supermarkets have ample incentive to not deceive their customers.

At the same time, disallowing vegetarian companies from using the words 'milk' or 'meat' seems like complete overreach. Vegetarians / vegans think of these products in terms of what they are an imitation of, and they want to understand what the product is going for. It's incredibly useful to be able to use these terms. Not to mention they are already the way people colloquially refer to them. I don't think the 'real' versions should have a monopoly on those words at all.