PRODUCERS of plant-based alternative foods have warned that proposed restrictions on the naming of meat-free alternatives could exacerbate the cost-of-living crisis for consumers.
Under proposals by the EU, terms such as ‘sausage’, ‘burger’, and ‘nuggets’ could be prohibited from being used on the packs of plant-based alternative foods, due to the belief that they are so closely tied with meat products that it can lead to consumer confusion.
In a joint statement by producers of plant-based alternatives – including the likes of Quorn, Linda McCartney, and Beyond Meat – the need for transparency, innovation, and consumer choice is noted, but any ‘further tightening on the rules on the denomination of plant-based foods’ is opposed.
The companies argue that consumers understand the use of familiar terms and make an informed choice, aided by ‘clear qualifiers’ such as ‘plant-based’, ‘vegan/vegetarian’, and ‘meat-free’.
“In fact, those terms help consumers understand how to cook and use plant-based alternatives,” the statement reads. “Four out of five consumers see no problem with using familiar terms for plant-based alternatives 2 and in 2024, the Court of Justice of the European Union confirmed that existing EU rules already provide sufficient consumer protection. Further restrictions would address a problem that does not exist, while raising real barriers to choice and innovation and affecting the long-term development of the plant protein sector in the EU.”
The statement adds that restricting familiar terms also forces producers into costly rebranding and renaming, as well as extensive market research and legal advice to devise new terms that work across languages.
“In the middle of a cost-of-living crisis, compliance and rebranding costs ultimately land on shoppers at the supermarket checkout, while reduced market competition keeps prices higher,” the statement reads.
The companies have urged for a rejection of any further restrictions on familiar names for plant-based foods; ensure coherence between food denomination rules and the EU Protein Action Plan, so that naming supports, rather than suppresses demand for European plant protein; and deliver the demand-side goals of the Protein Action Plan through enabling measures such as fair naming, VAT parity between plant- and animal-based products and sustainable public procurement.
The statement concludes, “Plant-based foods are a vital part of Europe’s agri-food system and a practical lever for the autonomy, competitiveness, resilience and opportunities for farmers that lie in protein diversification, that the EU Protein Action Plan seeks to secure. We, the undersigned, stand ready to work with policymakers to make the EU Protein Action Plan a success and we urge them not to undercut it by restricting the naming of the very products that drive demand for European plant protein.”
