EU Proposes Meat-Term Ban for Plant-Based Foods, Sparking Industry Debate
The European Commission, led by President Ursula von der Leyen in 2025, has proposed a significant change in food labeling. The commission aims to ban the use of typical meat-related terms for plant-based products, following a similar regulation for plant-based milks since 2013.
The new draft, presented in July 2025, explicitly forbids the use of 29 meat-related terms for vegan and vegetarian substitutes. This move has sparked controversy. The hospitality union Nahrung-Genuss-Gaststätten (NGG) argues that meat is unique and should not be replaced by similar terms for plant-based products. Companies like Beyond Meat, Rügenwalder Mühle, Aldi, Lidl, and Burger King have criticized the EU proposal, stating it hinders informed consumer decision-making.
The EU proposal aims to require burgers, schnitzels, and sausages to only be called that if they contain meat. This echoes the 2013 regulation that requires plant-based milk alternatives to be labeled as 'drink' instead of using terms like oat, soy, or almond milk. However, the 2013 regulation allows exceptions for 'traditional terms', enabling products like coconut and floor milk to still use their original names. The agriculture committee of the EU Parliament has already supported the term ban.
The proposed ban on meat-related terms for plant-based products aims to clarify labeling for consumers. However, it faces opposition from both industry players and consumer advocates. The final decision lies with the EU Parliament, which is expected to vote on the proposal later this year.
