Beyond Meat, Quorn & Food Industry Urge EU to Reject Extension of Plant-Based Labelling Ban

A group of 28 food organizations and companies are urging EU lawmakers to reject the extension of the labelling ban on plant-based meat products, which would restrict the use of terms like 'burger' and 'sausage' for meat alternatives. This ban is seen as contradicting the EU's Protein Plan, which aims to increase domestic production of proteins to reduce reliance on imports and improve food security, energy objectives, and climate neutrality goals. The companies argue that the ban would hinder competitiveness, stifle consumer demand, and impede the growth of the plant protein sector in the EU.

The restrictions on labelling plant-based products are expected to cost companies hundreds of millions of euros in rebranding and renaming products across the 24 official languages of the EU. These companies are calling on policymakers to reject any further extensions of the ban and ensure coherence between labelling laws and the protein strategy to support demand for European plant proteins. They emphasize the need for fair naming, VAT parity, sustainable procurement, and a level playing field for plant-based producers to thrive and contribute to the EU's protein goals.