In a significant move to safeguard consumer choice and maintain clarity in food labelling, numerous food manufacturers have joined forces to oppose a proposed European Commission ban on the use of terms such as “sausage” and “burger” for plant-based products. This joint letter, signed by prominent brands including Linda McCarney Foods, Quorn, and THIS, emphasizes the potential confusion that such a ban could create among consumers.
The Controversy Surrounding Food Labelling
The proposed restrictions, initially introduced by French centre-right MEP Céline Imart, aim to regulate the terminology used for meat alternatives in a bid to support the conventional meat industry. If enacted, these changes would require products like bean burgers to be rebranded as “patties” or “discs,” while traditional dishes such as Glamorgan sausages, made from cheese and leeks, might be renamed Glamorgan “tubes.”
The letter, coordinated by the Vegetarian Society and directed to key EU officials, follows a previous appeal made in December by musician Paul McCarney and eight MPs, who argued that clearly labelled vegetarian products should suffice for consumer understanding.
Industry Voices Against the Ban
Leading industry figures have voiced their concerns about the implications of the proposed ban. Paul Garner, commerce area leader at Suma Wholefoods, noted that consumers are adept at making informed choices and do not require stringent regulations on the terminology used for plant-based foods. He stated, “Clear ingredient lists and a bit of common sense are enough. Banning familiar terms just makes life harder for shoppers and smaller producers, without helping anyone.”
Similarly, David Flochel, Chief Executive of Quorn Foods, expressed regret over the ongoing debate, asserting that consumers have long accepted plant-based products as distinct from meat. He remarked, “In 40 years, not once has a customer told us they bought a Quorn product believing it to be meat.” Flochel urged EU officials to prioritise innovation and support the transition towards environmentally sustainable diets rather than impose unnecessary restrictions.
Supermarket Support and Wider Implications
Major retailers, including German supermarket chains Aldi and Lidl, have also expressed opposition to the proposed ban, highlighting the significant market for plant-based products in Europe. Their support underscores the industry-wide consensus that familiar terminology is essential for consumer familiarity and trust.
Jenny Canham, the public affairs lead of the Vegetarian Society, articulated the broader implications of the proposed ban, stating, “As this ongoing debate draws to a close, businesses are the latest group to send a clear message that banning familiar veggie terms is completely unnecessary.” She urged EU decision-makers to focus on clear labelling rather than creating unnecessary barriers.
The initial vote in the EU parliament, which passed with 355 votes in favour and 247 against, marked a notable victory for pro-meat advocates amidst the rising popularity of meat-free options. However, the final decision will require approval from a majority of the EU’s 27 member states, with a vote scheduled for 5 March.
Why it Matters
The outcome of this debate carries significant weight for the future of the food industry across Europe. As consumer preferences shift towards plant-based diets, maintaining clarity in food labelling is paramount. The proposed ban could not only confuse shoppers but also stifle innovation and growth within the burgeoning plant-based sector. The industry’s collective stance against this policy underscores the necessity for sensible regulation that supports consumer understanding rather than complicating it. This moment presents an opportunity for the EU to embrace a progressive approach that aligns with changing dietary trends and fosters a more sustainable food landscape.
