European Union (EU) lawmakers recently reopened a debate over banning the use of ‘meaty’ terms for plant-based alternatives.
In March, the European Parliament, Council and Commission reached a compromise with plant-based groups regarding a regulation that strengthens the position of farmers in the food supply chain.
Regulation (EU) 2026/1739 – which entered into force 18 August and amends Regulations (EU) No 1308/2013 (single CMO), 2021/2115 (CAP strategic plans) and 2021/2116 (CAP financing) – includes a stricter definition of ‘meat.’
Under the new regulation, 31 terms, including ‘beef,’ ‘chicken,’ ‘bacon,’ ‘steak’ and ‘liver,’ are reserved for animal products. As a concession, format-based descriptions, like ‘burger’ and ‘nugget,’ remain available to those selling plant-based alternatives.
The text grants companies three years to implement the new rules, which means the 31 terms will no longer be permitted for plant-based products from 19 August 2029.
Existing stocks produced or imported in accordance with the rules applicable before 19 August 2029 may continue to be sold under the restricted terms until stocks are exhausted, or until 19 August 2032 at the latest.
Proposed crackdown on format-type descriptions
However, in a list of amendments published by the European Parliament’s Committee on Agriculture and Rural Development (AGRI) on 22 July, conservative MEPs proposed extending the list of prohibited terms for plant-based foods to encompass ‘burger,’ ‘sausage,’ ‘schnitzel’ and ‘nugget,’ among others.
These were examined by AGRI on 2 September, with some lawmakers defending stronger protection for traditional meat denominations and others keen not to reopen the debate.
But how is the situation as it stands impacting businesses across the food industry…and how might further restrictions intensify things?
Research consistently shows that consumers are not confused, they know exactly what they are buying
Thomas Schobesberger, Secretary General of the European Alliance for Plant-based Foods, believes the naming restrictions of Regulation (EU) 2026/1739 will create unnecessary costs for farmers, food manufacturers and consumers.
“Research consistently shows that consumers are not confused, they know exactly what they are buying,” Schobesberger said. “According to [European consumer organisation] BEUC, 70% of EU consumers are not concerned about the naming of veggie ‘burgers’ or ‘sausages.’”
Schobesberger said that Germany's Federal Association for Alternative Protein Sources (BALPro) estimates the naming restrictions already adopted will cost the German industry around €250m in repackaging, rebranding and lost sales.
“Similar costs can be expected across the other 26 Member States, and extending the restrictions to terms such as ‘burger’ and ‘sausage’ would increase them further,” he added.
Schobesberger called the new, proposed restrictions “ridiculous” and “more like a BBQ shopping list by the meat-lobbyists than EU legislation.”
“This is the third time in six years, and it undermines the credibility and legitimacy of the European Parliament,” he said. “It’s also an attack and contradiction to the EU Protein Action Plan, presented in July by the Commission.”
The Protein Action Plan aims to strengthen the resilience, strategic autonomy and sustainability of the EU protein system.
Food Formulator reached out to European livestock industry representatives for comment.
