The veggie burger stays, but the EU bans 31 meat‑related terms
The EU institutions have reached a preliminary agreement that stops a ban on well‑established names such as veggie burger and veggie sausage. At the same time, 31 other meat‑related terms are reserved exclusively for animal‑based products, including “bacon”, “steak” and “chicken”. The agreement must be formally approved by both the Council of Ministers and the European Parliament before it can enter into force.
Keeping the term "veggie burger" is a clear sign that facts and persistent advocacy make a difference. But banning 31 other terms creates unnecessary bureaucracy, imposes transition costs on plant‑based companies, and makes it harder for consumers who want to choose animal‑friendly options.
– Benny Andersson, CEO Project 1882
In the compromise negotiated, words such as “burger”, “sausage” and “nuggets” remain allowed for plant‑based products, while terms linked to animals or animal parts end up on the list of banned terms. The agreement is also reported to include exceptions for fish‑related terms and the possibility for the Commission to grant exemptions for established expressions such as “beef tomato”. The exact wording will be finalized once the legal text is completed.
Project 1882 has worked throughout the process to stop the naming bans, which risk hindering plant‑based innovation and confusing consumers. Ahead of the Council’s deliberations, the Swedish government was urged to vote no. Sweden’s position in yesterday’s negotiations has not been made public, but the government has previously signaled that it opposes extensive ban lists, for the benefit of both consumers and innovation capacity.
We are not stopping here: our work continues until the plant‑based transition is a reality and politics focus on real improvements for animals, not micromanagement of language.
– Benny Andersson
For companies in the plant‑based sector, re‑labelling and re‑branding of products affected by the ban will likely follow. The EU may grant up to three years to phase in the new rules, but the timeline will be set only after formal adoption. The preliminary agreement now moves on for formal approval in the Council and then the Parliament’s plenary.
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