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More than a dozen major food manufacturers are pressing the European Commission to abandon plans that would prohibit plant-based products from using terms like “sausage” and “burger” on their packaging.
Industry Coalition Forms Against Proposed Ban
Companies including Linda McCartney Foods, Quorn, and THIS have jointly signed a letter to European commissioners, urging them to “let common sense prevail” before a scheduled debate on the proposed restrictions. The manufacturers argue the ban would create “unnecessary confusion” for consumers “without helping anyone.”
The industry pushback comes as the European Commission considers regulatory changes that could force plant-based food producers to find alternative terminology for products currently marketed with traditional meat names. The proposed ban represents a significant regulatory shift that could require extensive rebranding across the sector.
Consumer Confusion Concerns Drive Opposition
The food companies’ joint letter emphasizes that current labeling practices help rather than hinder consumer understanding. They contend that familiar terminology like “plant-based sausage” or “vegan burger” clearly communicates product attributes while maintaining consumer recognition.
The regulatory proposal has sparked debate within the European food industry, with traditional meat producers likely supporting clearer distinctions between animal and plant-based products. However, the plant-based sector argues that established naming conventions have become integral to consumer shopping habits and product identification.
What’s Next
The European Commission’s upcoming debate will determine whether the proposed restrictions advance to formal regulatory status. The outcome could reshape how plant-based alternatives are marketed across European markets, potentially requiring significant compliance adjustments from manufacturers currently using meat-related terminology.
