The European Union has failed to reach an agreement on a proposed ban on meat-like terms being used on plant-based product labels, leading to a delay in negotiations until 2026. The proposal sought to prohibit the use of words like 'bacon' and 'steak' on plant-based food packaging, sparking significant opposition from policymakers, consumers, and advocacy groups who collected nearly 340,000 signatures against the ban. This delay is seen as a win for manufacturers of meat alternatives who would have incurred costs redesigning their packaging.

The debate, known as the 'veggie burger' ban, has been ongoing for nearly a decade in the EU. Despite arguments that labelling plant-based meat like traditional meat would confuse consumers, numerous studies have shown that a majority of citizens support the use of such terms on plant-based products. Lawmakers and businesses alike have spoken out against the ban, calling for a focus on strengthening contracts and promoting clear labelling instead of enforcing unnecessary terminology restrictions.