Veggie burgers, tofu steaks, and vegan sausages—these familiar staples of plant-based eating in Europe—may soon vanish from supermarket shelves under the names consumers know and love. On October 8, 2025, the European Parliament voted to reserve terms like “steak,” “burger,” and “sausage” exclusively for foods containing meat, a move that has triggered fierce debate across the continent and drawn sharp lines between advocates for consumer clarity and those who see the measure as a blow to sustainability and consumer choice.
The proposal, spearheaded by French lawmaker Céline Imart, was approved by a significant margin: 355 votes in favour and 247 against, according to Daily Mail and GazetaExpress. Some reports, including from the Associated Press, cite an even larger majority—532 to 78—reflecting overwhelming support in the chamber, though the discrepancy may be due to different voting rounds or procedural steps. Regardless, the message from Parliament was clear: the use of meat-associated terms for plant-based proteins could soon be off the table.
Imart, a conservative lawmaker and former farmer, made her position unambiguous in parliamentary debate. “A steak, an escalope or a sausage are products from our livestock, not laboratory art nor plant products,” she declared, as quoted by Daily Mail. “There is a need for transparency and clarity for the consumer and recognition for the work of our farmers.” She insisted that the new restrictions are “in line with European rules,” referencing existing EU regulations that limit the use of dairy terms like “milk,” “cheese,” and “butter” to products derived from “normal mammary secretion.” That’s why European shoppers already see “oat drink” instead of “oat milk” in stores.
While the Parliament’s vote marks a significant step, the proposal is not yet law. The text must be negotiated by the 27 member states in the Council of the EU, and will pass through a parliamentary committee for clarification before final adoption. This multi-step process leaves room for further debate and, potentially, substantial amendments.
Supporters of the ban, particularly in France, have hailed the measure as a victory for consumer clarity and for Europe’s farmers. French politicians in the European People’s Party (EPP), who enjoy close ties to the agricultural sector, have been lobbying for such changes for years. German Chancellor Friedrich Merz, whose party is influential within the EPP, has voiced strong support as well, famously stating, “A sausage is a sausage. Sausage is not vegan.”
The British Meat Producers Association (BMPA) echoed these sentiments, telling Daily Mail that “calling plant-based products by meaty names runs the risk of people being 'unwittingly nudged away' from meat products.” The BMPA argued that the EU’s move “may clarify their plant-based credentials if that’s what people are searching for,” and advocated for “clear labelling that gives consumers the information they need to make informed choices about the food they eat.”
But the proposal has met with a chilly reception outside France, especially in Germany—the EU’s largest market for plant-based foods. German supermarkets and food producers have been vocal in their opposition. Chains like Aldi, Lidl, Burger King, and sausage maker Rügenwalder Mühle have signed an open letter condemning the ruling. They argue, as reported by GazetaExpress, that the measure “makes it more difficult for consumers to make informed decisions.”
Green politicians and environmental organizations have also lined up against the ban. Dr. Douglas Parr, chief scientist at Greenpeace, minced no words in his criticism, telling Daily Mail: “This nonsensical legislation has not been demanded by confused consumers, but by the overly powerful meat lobby. It’s time for MEPs to stand up for consumers who are not so stupid as to think tofu might be meat, but do need to be properly informed about the ingredients in their food, and the real dangers some of them pose.” Greenpeace has warned that the new rules could hinder the consumption of plant-based alternatives, which typically have a much smaller climate impact than traditional meat.
Indeed, consumption of plant-based alternatives in the EU has grown fivefold since 2011, according to data from the European Consumer Organisation (BEUC). Critics worry that the proposed restrictions could dampen this trend at a time when reducing meat consumption is seen as a key strategy for mitigating climate change.
One of the central arguments put forth by supporters of the ban is that consumers are confused by terms like “vegan sausage” or “tofu steak.” Yet, the evidence suggests otherwise. A recent BEUC survey found that almost 70 percent of European consumers understand these names, provided the products are clearly labelled as vegan or vegetarian. Irina Popescu, food policy officer at BEUC, stated: “Our data shows that almost 70 per cent of European consumers understand these names as long as products are clearly labelled vegan or vegetarian.”
Even some within the EPP, the group that largely backed the proposal, have questioned its necessity. Manfred Weber, leader of the EPP group in Parliament, told reporters that the ban was “not at all a priority” and added, “consumers are not stupid when they go to the supermarket.” Austrian MEP Anna Stürgkh from the liberal NEOS party offered a more colorful critique during the parliamentary debate, saying, “A beef tomato doesn’t contain any beef ... Ladies’ fingers are not made of actual ladies’ fingers,” and urging her colleagues, “Let’s trust consumers and stop this hot dog populism.”
The debate over food labelling is not new in Europe. The EU’s restrictions on dairy terms have been in place for years, and in 2024, France introduced its own law restricting labels like “sausage” and “steak” to meat products—only for the rule to be overturned by the EU’s top court in January 2025. This latest push, however, seems to have more momentum, buoyed by the growing political influence of right-leaning parties with strong agricultural ties.
Meanwhile, the landscape of alternative proteins continues to evolve. In Britain, scientists recently unveiled a 33-gram “pork steak” grown in the lab from animal cells—a product designed to mimic the taste, texture, and aroma of real meat. Such innovations raise new questions about how food should be labelled and whether the legal definitions of “meat” and “sausage” will keep pace with technological change.
As the proposal winds its way through the EU’s legislative machinery, the outcome remains uncertain. What’s clear, though, is that the battle over what we call our food is about much more than words. It’s a proxy for deeper debates about tradition, innovation, environmental sustainability, and the right of consumers to make informed choices in a rapidly changing food landscape.