Yesterday, the EU held a crucial meeting to decide on naming rules for plant-based foods. The discussions brought both good and bad news for businesses in this sector. While some familiar terms like “burger” and “sausage” will still be permitted, the use of names related to animals, such as “chicken” and “beef,” will be banned.
This meeting followed a previous attempt to create these rules that ended without agreement in December 2025. Negotiators have now decided to restrict the use of 31 animal-related words. While many producers find this frustrating, they are relieved to keep some commonly used names.
Producers now have three years to adjust their products to fit these new regulations. This transition period should help businesses manage the changes without significant disruption. However, the rule banning terms like “steak” and “liver” could lead to significant rebranding and repackaging costs, especially for small and medium enterprises (SMEs).
Rafael Pinto, a senior policy manager at the European Vegetarian Union, pointed out that using familiar words helps consumers recognize products. Changes could create confusion at the point of sale, where clear labeling is critical. According to a study by the European Consumer Organisation, around 80% of consumers believe that plant-based products should be able to use traditional names as long as they are clearly labeled as vegetarian or vegan.
Looking at economic impact, a German industry report estimated that this naming ban could cost around €250 million (about $289 million) in Germany alone. A broader European analysis suggested that the total costs could reach as high as €56 billion ($64 billion) due to regulatory hurdles.
Despite the challenges, there’s hope. The plant-based market in the EU is thriving. Pinto notes that even with existing restrictions, this segment has managed to grow significantly. The key may lie in adapting marketing strategies effectively to align with current regulations.
There are still uncertainties ahead, particularly regarding how these rules will be enforced across different EU member states. For instance, hybrid products—those combining animal and plant proteins—will also need to be renamed. To further complicate matters, the packaging for new, upcoming products will be subject to these same rules.
Jasmijn de Boo, Global CEO of ProVeg International, emphasized that the focus should be on innovation rather than restrictions. Having clear and accurate labeling not only helps consumers but also encourages a more sustainable food system.
In summary, while the new rules come with challenges, they also highlight an evolving landscape for plant-based products. Brands will need to navigate these changes wisely to continue meeting consumer demands while staying compliant with regulations.
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31 meaty names banned for plant-based food products.
