The European Court of Justice has ruled that EU member states cannot ban the use of ‘meaty’ terminology for plant-based foods. This decision allows vegetarian products to use terms like steak and burger, provided no specific legal name exists.

In a significant ruling on October 4, 2023, the European Court of Justice (ECJ) declared that EU member states cannot prohibit food manufacturers from labeling vegetarian products with ‘meaty’ terms such as steak, sausage, escalope, and burger. This decision affirms that as long as a country has not established a specific legal name for vegetable protein-based foods, manufacturers are free to use these descriptors.

Background of the Case

The ruling follows France’s attempts to ban the use of meat-related terminology for plant-based foods. In February, the French government sought to implement restrictions on domestic manufacturers, continuing efforts from a similar decree proposed in 2022. The move sparked a legal challenge from several organizations, including Protéines France, the European Vegetarian Union (EVU), the Vegetarian Association of France (AVF), and the prominent meat-alternative company Beyond Meat.

These groups argued that the French government’s restrictions infringed upon existing EU laws that already provide adequate consumer protection. The case was subsequently brought before the ECJ for a definitive ruling.

ECJ Findings

The ECJ’s decision emphasizes that while EU member states retain the authority to establish legal names for food products—allowing them to assign specific terms to various food items, including plant-based alternatives—they cannot impose bans on the use of general descriptive terms if no such legal name exists. The court’s ruling reinforces the principle that the existing EU legislation sufficiently protects consumers, negating the need for additional national regulations that would limit the labeling of vegetable protein products.

According to the EVU, this ruling not only supports the rights of manufacturers in the plant-based sector but also encourages a diverse marketplace where consumers can easily identify and choose plant-based options.

Implications for the Plant-Based Market

This decision marks a pivotal moment for the growing plant-based industry within the EU. By allowing manufacturers to use familiar terms that resonate with consumers, the ruling can help bridge the gap between traditional meat products and plant-based alternatives. This is particularly important as the demand for vegetarian and vegan options continues to rise among consumers seeking healthier and more sustainable food choices.

Moreover, the ruling may also have broader implications for food labeling and marketing practices across Europe. As the market for plant-based products expands, the clarity and accessibility of labels could play a crucial role in shaping consumer preferences and purchasing behavior.

Conclusion

The ECJ’s ruling stands as a landmark decision in the ongoing evolution of food labeling laws within the European Union. By affirming that vegetarian products can utilize ‘meaty’ terminology, the court has paved the way for a more inclusive and transparent food market. As consumers increasingly seek out plant-based alternatives, this ruling will likely contribute to the continued growth and acceptance of these products across Europe.

For businesses and consumers alike, the implications of this ruling signal an exciting shift in the food landscape, promoting greater choice and innovation in the plant-based sector.