How will the ban on meat names impact plant-based protein?
In late 2025, the European Parliament voted 355–247 in favour of a proposal that would ban meat names – the use of traditional meat-related terms – like ‘burger’ ‘sausage’, or ‘steak’ – on plant-based products.
A full ban, however, is not imminent as the proposal needs the backing of the European Commission as well as the governments of the 27 member countries to become law. A final decision could take place by the end of 2025.
The intention behind the move, according to proponents, is to prevent what they describe as possible “consumer confusion,” reserving classic meat terms for products derived from animals only.
For catering operations and your diners alike, this seemingly small change could have wide-reaching implications – from packaging and marketing to trade agreements and the broader future of alternative proteins.
What exactly is being proposed
Under the amendment introduced to a broader food-market proposal, the ban would cover a set of core meat-related terms, including burger, sausage, and steak.
Moreover, the ban on meat names is meant to be broad in scope. It wouldn’t only apply to names that attempt to mimic meat, but also to products that clarify they are not meat. For example, using ‘This Isn’t Chicken or ‘Vegan Sausages’ may still fall foul of the proposed regulation.
If adopted, this would standardise labelling across all 27 EU member states, limiting flexibility for plant-based producers throughout Europe. However, it’s important to note that the European Parliament voted against the ban in 2020, when they concluded that consumers weren’t confused by labels such as ‘veggie burger’.
Why is the ban on meat names being introduced - and who supports it?
The initiative received backing from members of the conservative bloc in the European Parliament, including those in the European People’s Party (EPP).
Agricultural and livestock-farming interests, particularly in countries like France, have been strong backers of the ban on meat names. For many farmers and their representatives, the use of meat-related vocabulary on plant-rich foods has long been viewed as undermining the traditional meat industry and possibly misleading consumers. French MEP Céline Imart, the amendment’s lead sponsor and a cereals farmer, argued that terms like ‘steak’ or ‘burger’ should remain exclusive to animal products:
“A steak, an escalope or a sausage are products from our livestock, not laboratory art nor plant products. There is a need for transparency and clarity for the consumer and recognition for the work of our farmers.”
Leaders in the meat sector also see the move as recognition of the cultural and economic value of livestock farming. From their perspective, the change isn’t about suppressing alternatives, but about ensuring transparency and protecting traditional producers in a rapidly changing food market.
Why is the ban on meat names being introduced - and who supports it?
Many plant-rich producers and environmental advocates see the ban on meat names as a backward step. David Flochel, CEO of Quorn Foods highlighted that:
“In 40 years, not once has a customer told us they bought a Quorn product believing it to be meat”.
Some of the biggest names in retail and foodservice have also voiced concern. The joint open letter from these chains argued that banning familiar terms would do the opposite of protecting consumers, making it more difficult for shoppers to make informed decisions and risking stifling innovation in the rapidly growing plant-based sector.
The Vegan Society has strongly criticised the Parliament’s decision. Claire Ogley, Head of Campaigns, Policy and Research, said:
“There is no evidence to suggest that consumers are confused by commonly used food names. It’s pretty clear what a ‘vegan sausage’ is and that a ‘plant-based burger’ doesn’t come from a cow.”
She went on to describe the move as a “protectionist panic” – an attempt by powerful meat and dairy lobbies to slow the momentum of the plant-based protein transition.
Practical consequences for producers, retailers and consumers
If the ban on meat names becomes law, plant-based producers across Europe could face a daunting challenge. Many of the products consumers recognise and rely on – ‘veggie burger’, ‘plant based sausage’, ‘vegan steak’ – might have to be renamed. Rebranding packaging, adjusting marketing copy, and ensuring compliance across different markets would create additional costs and complexity for manufacturers.
For consumers, the change could go either way. On one hand, supporters argue it could clarify what’s meat and what’s not. On the other, many predict confusion: if familiar names disappear, choosing a plant based alternative might become a less intuitive experience, especially for thoes new to plant-rich diets. This could dampen consumer adoption just as demand for sustainable food options is growing.
The ban has implications for the UK
Although the ban on meat names originates in the EU, its implications are far from limited to continental Europe. According to a report by the Food Standards Agency (FSA), the UK could be subject to the new rules. Under the post-Brexit sanitary and phytosanitary agreement negotiated earlier in 2025, the UK committed to adopting certain EU-aligned regulations, including potentially those on food labelling.
As a result, British businesses that produce or export plant-based foods could find themselves forced to rebrand key products like ‘veggie burgers’ even if the UK itself remains outside the EU political and regulatory institutions.
Some in the UK plant-based sector have taken some comfort in the fact that certain brands, particularly those established after Brexit, claim they do not rely on EU regulation. But the overall uncertainty is already forcing many to consider future packaging changes and the risk of losing consumer recognition.
What happens next — and why it still could be blocked
Although the vote in the European Parliament marks a significant milestone, it is not the final word. For the ban on meat names to become law, it still needs to be adopted by the European Commission and the governments of all 27 member states.
Legal experts have argued the amendment may have a weak foundation: it was attached to a proposal originally aimed at strengthening the position of farmers in the supply chain, not at regulating labelling per se. This mismatch could undermine the amendment if formally challenged.
Moreover, the political context that allowed the vote – growing discontent among European farmers, concerns around sustainability, and rising pressure on traditional agriculture – may evolve again. As the plant-based market continues to mature, and as sustainability and dietary flexibility remain key for many consumers, the political appetite for such a restrictive regulation could wane.
But if the law passes, it would send a powerful signal: that traditional meat terminology must remain within the domain of animal-derived products. For a food system increasingly shaped by sustainability, innovation and shifting diets, that may be a major symbolic and practical setback.
The ban on meat names could drive significant operational, financial, and communication changes for British foodservice providers. Sectors relying on plant-rich products for sustainability and dietary diversity will be most impacted.
Why allmanhall are watching this closely
From the perspective of food procurement experts allmanhall, the outcome of this ban on meat names matters – not just for plant-based producers, but for clients across education, healthcare, hospitality and more.
- Supply chain implications: Many alternative-protein suppliers deliver to schools, care homes and hospitality venues. If they have to relabel or rebrand hundreds of SKUs, pricing, packaging and ordering codes could all change. Our procurement teams will monitor these changes, update supplier lists, and ensure clients’ menus and procurement orders remain both compliant and cost effective.
- Client communication & menu planning: Clients increasingly ask for sustainable, plant-based offerings. But if familiar names disappear – e.g., ‘vegan sausage’ becomes ‘plant-based protein log- – there may be a risk of confusion among your diners. allmanhall’s foodservice consultancy team can help you to clearly translate menus.
- Sustainability messaging: The ban undermines a key driver of uptake in plant-based proteins: familiarity. If products become harder to recognise, it could slow the shift toward lower-carbon diets. Given our client partners’ commitment to sustainability and carbon-reduction, this could represent a setback, but allmanhall will work with you to minimise the impact.
- Client cost control and stability: Repackaging and relabelling can impose costs. Whether these are absorbed by suppliers, retailers or passed on to clients will matter. allmanhall’s value in offering stable pricing will become even more critical.
Conclusion: more than a naming issue
At first glance, the debate about ‘burger’, ‘sausage’, and ‘steak’ might seem cosmetic – a trivial matter of semantics. But, as the recent vote in the European Parliament shows, naming touches on deeper truths about power in the food system: who gets to produce, who gets to sell, and who gets to define what counts as food.
For many, the ban on meat names is about protecting traditional livestock agriculture. For others, it feels like a deliberate attempt to slow down the transition towards more sustainable diets. Either way, the consequences – for plant-based producers, the wider supply chain, and ultimately your diners – could be significant.
As expert food procurement partners, allmanhall will be watching this space closely. Regardless of the outcome, we are ready to support our clients – whether translating menus, adapting orders, or helping you continue to deliver quality, sustainable, cost-effective meals.
Because in our view, this isn’t just about naming: it’s about clarity, choice, and the future of food.
While the EU are still deciding, check out our Brighter Burger innovation… before we potentially have to rename it! Whatever the name, The Brighter Burger offers you an incredible taste, low carbon footprint, AND reduced emissions. Find out more here.