EU Parliament Backs Restrictions on Plant-Based Food Names

In a significant vote on Wednesday, October 8, 2025, the European Parliament (EP) approved a proposal to restrict the use of meat-related terms such as "burger" and "steak" for plant-based food products. The vote, with 355 in favour and 247 against, represents a victory for livestock farmers who argue that such labels mislead consumers and threaten their industry.

This decision, however, is not yet law. The proposal now requires endorsement from the European Commission, the EU's executive arm, and the governments of the 27 member countries before it can be implemented.

Historical and Political Context

The debate over labeling plant-based foods has been ongoing in the EU for several years. In 2020, the European Parliament rejected a similar ban on meaty names for plant-based products. However, the 2024 elections saw a shift in the parliament's composition, bringing in more lawmakers who advocate for closer ties with farmers.

Proponents of the ban, such as French centre-right MEP Céline Imart, argue that terms like "steak" and "sausage" should be exclusively reserved for products derived from livestock to ensure transparency and clarity for consumers, and to recognise the work of farmers. Imart's proposal aligns with existing EU rules that prohibit the use of terms like "milk" and "yoghurt" for non-dairy products.

Laws, Policy, and Governance

The current vote is part of a review of the Common Market Organisation (CMO) regulation, which aims to strengthen the position of farmers in the food supply chain. While the European Parliament has now backed the ban, interinstitutional negotiations involving the EU Commission, Council, and Parliament will determine its final fate. These discussions are expected to commence in the coming weeks and conclude by the end of 2025.

It is important to note that the European Court of Justice (ECJ) ruled in October 2024 that a Member State cannot prohibit the use of terms traditionally associated with animal products for plant-based foods unless it has formally adopted a legal name for them. This ruling reversed a previous attempt by France to impose a national-level ban on such terms.

Stakeholders and Testimonies

The plant-based food industry and consumer advocacy groups have expressed strong disappointment with the European Parliament's vote. Rafael Pinto, Senior Policy Manager at the European Vegetarian Union (EVU), stated that banning such terms is "unnecessary and counterproductive" and undermines consumer freedom and sustainability. A 2020 survey by the European Consumer Organisation (BEUC) across 11 EU member states found that most consumers were not confused by meat-related names for plant-based products, provided they were clearly labelled as vegetarian or vegan.

Conversely, farmer unions, particularly in France, have strongly supported the restrictions, arguing that without clear safeguards, consumers risk being misled by products disguised as meat.

Evidence and Data

Risks and Implications for Kenya

While the EU vote directly impacts European markets, it could set a precedent for global food labeling standards. Kenya's plant-based food industry, which has seen significant growth due to increasing health awareness, environmental concerns, and cultural influences, could face indirect implications. Traditional Kenyan diets often feature inherently plant-based dishes like githeri and sukuma wiki. However, the market for processed plant-based alternatives is also expanding, with a growing number of restaurants and online stores catering to this demand.

Kenya currently lacks specific regulations for plant-based meat or dairy alternatives. Any future international harmonisation of labeling rules could influence how Kenyan producers market their plant-based products, particularly if they aim for export to European markets. Kenya's fresh vegetable exports to the EU have already faced challenges due to tightened safety rules and pesticide residue concerns, leading to a 54.7% drop in export volumes in 2024.

Uncertainties and Controversies

The core controversy revolves around whether current labeling practices for plant-based foods genuinely confuse consumers. While proponents of the ban argue for consumer protection, studies suggest that clear labeling as "vegan" or "vegetarian" is sufficient for most shoppers. The economic impact on the burgeoning plant-based industry, which would incur significant rebranding costs if the ban is enacted, is also a major concern.

Timeline and Next Steps

The proposal will now enter trilogue negotiations between the European Parliament, the European Commission, and the Council of the European Union. These discussions are expected to begin in the coming weeks and conclude by the end of 2025.

What to Watch

Stakeholders in Kenya and globally will be closely watching the outcome of the EU's interinstitutional negotiations. The final decision will not only shape the future of plant-based food labeling in Europe but could also influence international trade standards and consumer perceptions of plant-based products worldwide. The ongoing evolution of Kenya's own food labeling standards, particularly concerning plant-based alternatives, will also be a key area to monitor.