A group of 20 food companies is urging the EU to reject a proposal that would ban plant-based products from using meat-like terms on their packaging, arguing that such a ban would create confusion and unnecessary regulatory burdens. Leading plant-based businesses like Beyond Meat and Quorn have penned an open letter, highlighting that using terms like 'burger' or 'sausage' helps consumers understand what to expect from their products and makes it easier for them to choose more sustainable foods.

Efforts to implement the ban have faced overwhelming opposition, with consumer surveys showing that the majority of EU citizens recognize plant-based meat alternatives and do not find the use of meat-related terms misleading. The food companies argue that a ban would financially hurt businesses across Europe, especially small- and medium-sized enterprises, and would also create market fragmentation by diverging from international labelling norms. The companies are calling for a transparent and evidence-based approach to labelling regulations, focusing on transparency rather than prohibition to maintain the EU's reputation as a stable and forward-looking regulatory environment.