On October 8, 2025, the European Parliament ignited a fierce debate across the continent by voting to restrict the use of familiar meat-related terms—like "burger," "sausage," "bacon," and "steak"—to products made strictly from animal meat. The proposal, which passed with 355 votes in favor, 247 against, and 30 abstentions, is the latest chapter in a longstanding tug-of-war between Europe’s agricultural lobby, the rapidly growing plant-based food sector, and consumer advocates. The outcome is still far from final, as the proposal must clear further hurdles in the European Council and European Commission before becoming law in the 27-nation bloc.
The move, pushed forward by the Parliament’s Agriculture Committee and championed by French center-right MEP Céline Imart, would mean that terms like "veggie burger" or "tofu sausage" could disappear from supermarket shelves—even if packaging clearly states the products are plant-based. Imart, who also works as a cereals farmer, insisted, “A steak is meat. Period.” She argued that using traditional meat terms for plant-based alternatives could mislead consumers and diminish the recognition owed to Europe’s livestock farmers. “There is a need for transparency and clarity for the consumer and recognition for the work of our farmers,” Imart told reporters, as cited by The Guardian.
The proposal mirrors existing EU rules that prohibit terms like "milk" and "yoghurt" for non-dairy products—a regulation that, since 2013, has required plant-based beverages to be labeled as "oat drink" or "soy beverage." Yet, as The New York Times points out, the plant-based dairy market has only accelerated since then, growing at a double-digit pace in both Europe and North America, according to consultancy Roland Berger.
But not everyone in the European Parliament is convinced that this new measure is necessary—or even helpful. Green and centrist MEPs have been vocal in their opposition, with Austrian Green MEP Thomas Waitz declaring, “Veggie burgers, seitan schnitzel and tofu sausage do not confuse consumers, only rightwing politicians. This tactic is a diversion and a pathetic smokescreen. No farmer will earn more money or secure their future with this ban.” Anna Strolenberg, a Dutch MEP, echoed this sentiment, arguing, “With everything else going on in the world, you would think the European Parliament would have better things to do. Let’s work on the stuff that matters and not identity politics for burgers.”
Survey data appears to bolster the critics’ case. A 2020 survey by the European Consumer Organisation (BEUC) found that nearly 70% of consumers in 11 EU member states understood meat-related names on plant-based products, as long as the items were clearly labeled as vegan or vegetarian. Claudia Hauschild, spokesperson for Rügenwalder Mühle—Germany’s leading producer of alternative meat products—remarked, “You really have to try to mix up a vegan schnitzel with a pork schnitzel.” She noted that a change in the law could cost her company several million euros in rebranding and relabeling costs.
The business implications are significant. Critics argue that the ban will introduce a wave of bureaucracy and extra costs for companies, who will need to overhaul product names, packaging, and marketing materials to comply with the new rules. According to Jasmijn de Boo, Global CEO of ProVeg International, “Plant-based foods are, and always will be, an essential part of EU agriculture, its economy and its growth. By restricting plant-based labeling, the EU single market is also undermined as such restrictions introduce administrative complexity.”
Germany, the continent’s largest market for plant-based foods, is already feeling the pressure. Last year, German producers churned out 126,500 tons of alternative meat products—more than double the volume from just five years ago, as reported by The New York Times. Some of the country’s biggest grocery chains, including Aldi Süd and Lidl, have joined forces with Burger King, Beyond Meat, and other food organizations in an open letter urging lawmakers to reconsider. They argue that the restrictions would make it “more difficult for consumers to make informed decisions,” and would hamper the ability of companies to reach new customers.
Consumer groups and environmental advocates are similarly alarmed. Marilda Dhaskali, Senior Agriculture and Land-use Policy Officer at BirdLife Europe, called the vote “utterly nonsensical,” adding, “Our food system is the leading driver for biodiversity loss, carbon emissions, and nitrogen pollution. Plant-based foods are a solution, and this vote actively works against the progress being made.” Christopher Hollmann, Managing Director of Veganuary Germany, warned that the measure “will hinder the transition to more sustainable diets,” making it harder for Europeans to access climate-friendly food choices. Ivo Rzegotta of the Good Food Institute Europe went further, calling the ban “an ideological culture war at the expense of sustainable food [that] truly benefits no one.”
Supporters of the ban, however, believe the new rules are necessary to protect both consumers and traditional meat producers. Jean-François Guihard, head of Interbev, the French livestock and meat association, told AFP, “Without clear safeguards, consumers risk being misled by products that are disguised as meat but are not meat.” The powerful agricultural lobby has long sought to defend the use of meat-related terms as an exclusive domain of animal agriculture, and the recent rightward shift in the European Parliament after the 2024 elections has given these voices renewed momentum.
This is not the first time Europe has wrestled with such questions. In 2020, the European Parliament rejected a similar ban, reaffirming the principle that consumers can distinguish between plant- and animal-derived products. France attempted to implement its own restrictions in 2021, but these were struck down by the European Court of Justice in 2024, which ruled that terms like “sausage” and “burger” are not defined as specific to animal products under EU law.
Even within the Parliament’s center-right European People’s Party (EPP), opinions are divided. EPP group leader Manfred Weber weighed in before the vote, saying, “Consumers are not stupid when they go to the supermarkets and buy their products,” and suggesting that lawmakers had bigger issues to tackle.
As meat consumption in the EU continues to drift downward—due to tight supply, high prices, and growing sustainability concerns—the market for plant-based alternatives is expected to keep expanding. Analysts at the European Commission predict that demand for beef and pork will fall another 5 to 6 percent over the next decade. Meanwhile, plant-based food companies are left in limbo, waiting to see whether the Council and Commission will make the Parliament’s vote the law of the land.
For now, the future of “veggie burgers” and “cauliflower steaks” in Europe hangs in the balance, with passionate arguments on all sides. Whether the ban will ultimately reshape supermarket shelves or fade amid legal and political wrangling remains to be seen—but the outcome will undoubtedly shape the continent’s food culture for years to come.