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Is The EU “Veggie-Burger” Vote an Opportunity?

EU Meat terminology ban visual media.

The EU "veggie burger" vote to restrict meat-style terms like “burger,” “sausage,” and “steak” on plant-based products shows a marked political bias in favour of livestock interests. But it’s not a done deal though as the measure still must survive trilogues, Council approval, and legal vetting.


But why this feels reactive, not constructive? From consumer surveys and past court rulings, most shoppers understand “veggie burger” or “plant-based sausage” when clearly labelled. The European Court of Justice has previously struck down national bans on meat-style terms unless very narrow definitions are in place.


Perhaps there is a bright side + strategic opportunity? This regulatory shock forces the plant-based industry to get sharper on naming, user cues, and brand positioning. The best response: double down on positive differentiation (taste, texture, health, sustainability) while designing naming regimes that survive legal scrutiny.


So what now? Brands and associations must coordinate fast to test usage-led names, run shelf comprehension studies, feed evidence into trilogue talks, and build public awareness so restrictive drafts are met with backlash.



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