ProVeg responds to Belgium halting guidelines on “meaty” names for plant-based foods

Fien Louwagie, Communications Manager at ProVeg Belgium, said:

“Whilst the process for developing the guideline has not officially changed, we believe it is unlikely to get any further before the next election. We hope that, post-election, the new Government will acknowledge the fact  that consumers are not confused at all by plant-based foods carrying “meaty” names and will therefore abandon the development of guidelines altogether.”

ProVeg raised concerns last year about the guidelines which could have banned names such as “vegetarian mince meat” and “plant-based chicken pieces” from the Belgian market.

But a survey in the Netherlands for Radar Test has found that 96% of the 22,770 people who took part knew that vegetarian sausages did not contain meat.

A survey carried out by the European consumers association, BEUC, found that only one in five consumers think the use of ‘meaty’ names should never be allowed on vegetarian/vegan products (while 1 in 4 do not see any problem at all with using such names, irrespective of whether the products are labelled as vegetarian/vegan or not).


For media inquiries, email Peter Rixon or Jillian Labruzzo at [email protected]

About ProVeg International 

ProVeg International is a food awareness organisation with the mission to replace 50% of animal products globally with plant-based and cultivated foods by 2040. Our vision is a world where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet. 

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