No Confusion: Nearly All Brits Know Plant-Based Products Don’t Contain Meat

A new survey in the UK shows that 95% of Brits understand that plant-based meat products do not contain animal products, dispelling the claim that consumers are confused by meat-related terms on plant-based product labels. The survey, conducted by Bryant Research, found that the vast majority of respondents correctly identified popular meat-free products as being free from meat, such as Quorn's mycoprotein sausages and This's vegan chicken.

Despite this high level of consumer understanding, EU policymakers are considering further restrictions on plant-based meat labels, which could also affect the UK. The recent ban on terms like 'steak' and 'sausages' on meat-free packaging in the EU has faced criticism from politicians, food manufacturers, and trade associations. Many argue that consumers are not misled by plant-based product labels, as evidenced by various studies showing that people can differentiate between meat and meat-free products. The NoConfusion Coalition is actively opposing the ban with support from over 600 companies and organizations across 22 EU countries.