The European Parliament has voted in favor of restricting meat-related terms on plant-based products, which could have significant impacts on the industry. Industry leaders warn that the proposal could create confusion, raise costs, and undermine innovation, as familiar terms like 'burger' and 'steak' are central to consumer understanding. Companies also fear significant rebranding costs and the potential for Europe to lose its competitive position in the global protein transition if the rules are implemented.

Research shows that consumers are not confused by terms like 'veggie burger' and 'plant-based steak,' and industry experts argue that the proposal goes against the EU's climate and food-security goals. The outcome of trilogue negotiations will influence brand strategy, investment flows, and the pace of the protein transition, with a united call from the industry for harmonized EU-wide labelling rules that promote sustainable food innovation.