The European Union is considering banning terms such as "burger" and "sausage" on plant-based products in an effort to promote truth in labeling and protect traditional farming practices. The proposal has raised concerns among producers and companies in the plant-based meat sector, as rebranding products could be costly and confusing for consumers. Similar restrictions have already been placed on dairy alternatives, such as prohibiting the use of the word "milk" for non-dairy products.

If the proposal is approved by the full Parliament in October, the changes could take effect within a year, leading to a wave of rebranding in grocery stores and restaurants across Europe. Critics argue that the restrictions are unnecessary and counterproductive, potentially hindering a rapidly growing industry that contributes to environmental, health, and food security goals. Consumers may face a linguistic guessing game in deciphering new labels and menus, with familiar terms like "veggie discs" and "meatless rolls" replacing traditional names like "burger" and "sausage."