The issue of labeling for plant-based meat alternatives has returned to the forefront of debate in Europe: the proposal to ban terms like "burger," "schnitzel," or "bratwurst" for plant-based products has met with strong opposition from large retail chains. Aldi and Lidl, among others, have written to MEPs urging them to avoid a blanket ban that would undermine the clarity and competitiveness of plant-based products.
Companies argue that such a ban would unfairly limit the market for plant-based alternatives, confusing consumers rather than protecting them. Aldi Süd, for example, has already significantly expanded its vegan offerings and is offering a reduced VAT rate of 7% for these products. Lidl, for its part, has set ambitious goals: by 2030, it wants 25% of its protein sales to come from plant-based sources.
The regulatory proposal stems from pressure from agricultural groups and traditional sectors, which see plant-based alternatives as unfair competition if associated with names related to animal products. Retail chains counter that transparency is also possible by maintaining familiar names, as long as they are accompanied by clear labeling (e.g., "vegetable burger," "plant-based schnitzel").
Critics of the ban note that imposing semantic restrictions risks hindering innovation in the alternative protein sector and slowing the transition to more sustainable diets. Furthermore, market sales of plant-based products are growing rapidly: Lidl alone announced a 694% increase in sales of meat-free products compared to the past.
The issue is therefore political and commercial: on the one hand, the desire to protect the livestock sector, which fears losing market share; on the other, the defense of competition and the freedom of innovation for retailers and producers of plant-based alternatives. The decision to leave the European Union could set a precedent: imposing overly stringent restrictions on the terminology doesn't necessarily lead to clearer markets, but could instead impact the evolution of European diets and food supply.
