The International Standardisation Organisation (ISO) has developed a groundbreaking standard for 'plant-based' foods, distinguishing between two categories: those containing no animal ingredients and those with limited and conditional use of animal ingredients. ProVeg International played a key role in shaping this standard, ensuring clarity and credibility in the plant-based industry. The new ISO framework aims to reduce consumer confusion, enhance trust, and help brands market their products more credibly by leveraging the high-value label 'plant-based.'

Research has shown that 'plant-based' resonates more strongly with mainstream consumers than terms like 'vegan' or 'meatless'. With ISO's backing, brands can now use this appealing claim with more certainty, as long as they meet the stricter criteria outlined in the standard. While ISO standards are voluntary, they can influence national regulations and corporate labelling policies. Brands are encouraged to audit their labelling strategies, ensure compliance, and align product development with the ISO standard to strengthen consumer trust in the powerful 'plant-based' label.