The banned list includes animal-associated names such as ‘chicken’, ‘beef’ or ‘pork’ and cuts terms like ‘breast’, ‘thigh’ or ‘drumstick’. Widely used terms such as ‘burger’, ‘sausage’ and ‘nuggets’ will still be allowed, but not ‘steak’, which was added to the ban list together with ‘liver’ during the negotiations.
The co-legislators agreed on a three-year transition period allowing producers to clear existing stock and adapt to the new rules once the legislation enters into force. ProVeg International welcomes the move away from a broad ban with more draconian recommendations, but maintains that new restrictions remain unnecessary.
Jasmijn de Boo, global chief executive of ProVeg International, said: “There is no evidence of widespread consumer confusion where products are clearly labelled as plant-based or vegan. Removing familiar terms does not improve transparency; it reduces clarity and increases friction at the point of purchase.
“This debate is about more than names. Labelling should empower consumers and support a competitive, future-fit food system. Rather than introducing restrictions, policymakers should focus on encouraging plant-based innovation, boosting the EU economy, supporting farmers, improving public health, and advancing climate goals.”
Over 90% of EU consumers can distinguish between plant-based and animal-based products when qualifiers are used. Around 80% support the continued use of familiar terms with clear vegetarian or vegan labelling.