New restrictions could impact innovation and competitiveness
After months of debate, EU policymakers have reached a provisional agreement on how plant-based foods can be named across the bloc. The compromise preserves widely used terms such as ‘veggie burger’ and ‘plant-based sausage’, but introduces new restrictions on a range of animal-associated names.
The deal was struck on 5 March 2026 in trilogue negotiations between the European Parliament and the Council of the European Union as part of the revision of the Common Market Organisation Regulation (CMO).
What the new rules say
Under the agreement, 31 animal-associated terms will be restricted for plant-based products. These include species names such as ‘chicken’, ‘beef’, and ‘pork’, as well as meat-cut terminology such as ‘breast’, ‘thigh’, and ‘drumstick’.
However, format-based names like ‘burger’, ‘sausage’, and ‘nuggets’ remain largely permitted, meaning many familiar plant-based product names can continue to be used. Other terms, including ‘steak’ and ‘liver’, were added to the restricted list during negotiations.
The rules will also apply pre-emptively to emerging novel foods such as cultivated meat, even though these products are not yet commercially available in the EU.
Once formally adopted, producers will have a three-year transition period to update packaging and sell through existing stock.
At ProVeg International, we welcome the move away from a broad ban with more draconian recommendations, but maintain that new restrictions remain unnecessary. We also stress that any new rules must remain proportionate and legally coherent.
Why the debate matters
The naming of plant-based foods has been a recurring issue in EU policy discussions. Supporters of restrictions argue they protect consumers and traditional livestock sectors, while critics say the measures are unnecessary and risk slowing food innovation.
Indeed, research shows that more than 90% of EU consumers can distinguish between plant-based and animal-based products when they are clearly labelled, and around 80% support the use of familiar terms when accompanied by qualifiers such as ‘plant-based’ or ‘vegan’.
“There is no evidence of widespread consumer confusion where products are clearly labelled as plant-based or vegan,” said Jasmijn de Boo, Global CEO of ProVeg International.
“Removing familiar terms does not improve transparency; it reduces clarity and increases friction at the point of purchase.”
Business implications
Even with the compromise, the new rules could create significant challenges for food companies.
The decision is expected to:
- Trigger widespread rebranding and packaging changes
- Increase operational and compliance costs
- Disproportionately impact SMEs
- Create uncertainty across EU languages and markets
Industry estimates suggest that rebranding and operational changes could cost companies hundreds of millions of euros across the EU, with smaller companies likely to face the biggest burden.
Hybrid products, which combine plant-based and animal proteins and are growing in popularity in countries such as Denmark and the Netherlands, may also need to be renamed.
What happens next
The technical details of the agreement will now be finalised before the legislation proceeds to formal adoption by the Agriculture and Fisheries Council and a final vote in the European Parliament.
While the compromise avoided broader bans proposed earlier in the debate, questions remain about how the rules will be interpreted and applied in practice.
“Agreement is only the first step,” said de Boo. “The real impact will depend on how these rules are implemented.”
Translation and linguistic coherence will be particularly complex. Without careful coordination, the same product could face different naming constraints in different markets, undermining the Single Market. Moreover, the updated regulation needs to provide clarity that enables businesses to understand, interpret, and adapt quickly. Otherwise, we will see consequences for sales, investment, and innovation.
A signal at odds with EU ambitions
At a time when Europe faces pressing challenges around farmer incomes, food security, market resilience, and climate adaptation, ProVeg urges policymakers to focus on substantive food system reform rather than symbolic naming debates.
“This debate is about more than names,” de Boo continued. “Labelling should empower consumers and support a competitive, future-fit food system. Rather than introducing restrictions, policymakers should focus on encouraging plant-based innovation, boosting the EU economy, supporting farmers, improving public health, and advancing climate goals.”
Europe currently leads the global plant-based market. With the right framework, alternative proteins could generate over EUR 111 billion annually and support more than 400,000 jobs by 2040.
ProVeg remains committed to evidence-based regulation that protects consumers while enabling innovation and fair competition.
Gemma Tadman
Business Communications Manager
