The European Parliament has voted to prohibit the use of terms traditionally associated with meat — such as “burger,” “steak,” or “sausage” — for plant-based alternatives.
Under the new measure, phrases like “veggie burger” or “tofu sausage” would no longer be allowed on packaging within the EU, on the grounds that they could mislead consumers. The proposal passed with 355 votes in favor and 247 against.
For the measure to take effect, it must now be approved by a majority of the EU’s 27 member states — a process whose outcome remains uncertain. The decision represents a significant win for France’s center-right MEP Céline Imart of the European People’s Party (EPP), who drafted the amendment.
A study found that 68% of consumers are not confused by terms such as “veggie burger,” as long as it is clear that the product is plant-based.
The Greens, however, condemned the move as populist and unnecessary. “Veggie burgers, seitan schnitzels, and tofu sausages don’t confuse consumers — only right-wing politicians,” said Austrian Green MEP Thomas Waitz.
Even within the EPP, the issue has caused divisions. EPP leader Manfred Weber said before the vote that “consumers are not stupid when they go to supermarkets and choose their products,” implying that the restriction panders more to political symbolism than genuine consumer protection.
If adopted by the Council, the measure could force producers across Europe to rebrand thousands of plant-based products — a change critics warn would harm innovation in the fast-growing meat-alternatives industry.
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