A battle over branding is brewing in Europe, as supermarket chains lobby to preserve the use of conventional meat-related terms like “burger” and “schnitzel” for the growing number of plant-based and cultivated meat alternatives.The dispute highlights a broader conflict between established agricultural interests and the surging demand for sustainable food options; 15 U.S. states have already enacted “truth-in-labeling” laws regarding plant-based products [[1]]. With regulators considering restrictions, the future of how these products are marketed – and perceived by consumers – hangs in the balance.
Supermarket Chains Push to Protect ‘Meat’ Names for Plant-Based Alternatives
European supermarket chains are actively lobbying to maintain the use of traditional meat-related terms – such as “burger” and “schnitzel” – for plant-based and cultivated meat alternatives, arguing that these labels are essential for consumer recognition and market clarity. The move comes as regulators consider restrictions on the naming of these products, potentially impacting a rapidly growing segment of the food industry.
The debate centers on whether using terms historically associated with animal products for plant-based alternatives is misleading to consumers. Industry groups representing livestock farmers have been pushing for stricter regulations, claiming that the current labeling practices unfairly capitalize on the established reputation of meat products.
According to reports, the Central Bureau for Food Trade (CBL) in the Netherlands is at the forefront of this effort, advocating for the continued use of familiar names like “vega burger” and “plant-based schnitzel.” Distrifood reports that the CBL believes maintaining these names is crucial for consumers to easily identify and choose these products.
The Netherlands Food and Consumer Product Safety Authority (NVWA) has temporarily suspended enforcement of potential fines related to the use of terms like “plant-based minced meat,” pending a decision from the European Union. Upday News notes that this pause indicates a recognition of the complexity of the issue and the need for a unified approach across the EU.
The pushback against restrictions follows a successful campaign by the meat lobby to ban the use of “meaty” terms for plant-based products, as detailed by de Volkskrant. This earlier victory has prompted supermarket chains to proactively defend the current naming conventions for other popular alternatives.
The outcome of these discussions could significantly impact the plant-based food market, which has experienced substantial growth in recent years as consumers increasingly seek sustainable and ethical food options. The decision highlights the ongoing tension between traditional agricultural interests and the evolving preferences of modern consumers.
