Clear labelling for alternative proteins
When it comes to alternative proteins, clear, everyday labelling is crucial to help consumers make informed choices.
Why is clear labelling important for alternative proteins?
The way food is described and presented to consumers impacts on whether that food is seen as appealing, and by whom. The use of everyday language such as “veggie sausage” and descriptions like “creamy” help people to know what to expect in terms of a food’s taste, texture and preparation.
As the popularity of alternative proteins has grown in Europe, so have attempts to impose restrictions on how they can be described and presented to consumers. Proposals have been considered at both the EU and national levels to ban plant-based meat and dairy from using well-understood and familiar names and descriptions.
What are the current labelling rules for alternative proteins in the European Union?
Under current EU law certain terms including “milk” and “yoghurt” cannot be used for plant-based dairy, even if they are accompanied with qualifiers such as “plant-based” or “vegan”. This decision was confirmed in a court ruling from 2017.
However, national courts across the EU have since reaffirmed that this ruling does not prohibit the use of adjectives or descriptors such as “alternative to yoghurt”, “cheese-style” and “creamy”.
This distinction between protected product names and permitted descriptive language remains a key point of interpretation for producers and regulators alike.
The naming of plant-based and cultivated meat products is an active debate in the EU. Updates on these discussions and the latest policy decisions are available here.
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