Beyond Meat, Quorn, and 26 other entities appeal to the EU: do not extend the ban on names for plant-based products

Earlier this year, the EU banned the use of 31 meat terms on plant-based alternatives, giving companies three years to adapt.

Shortly thereafter, MEPs from the EPP, Patriots for Europe, and the ECR submitted amendments expanding the list. The EP's Committee on Agriculture is scheduled to vote in December, with a plenary vote anticipated in 2027. A joint position was signed by companies including Beyond Meat, Quorn, The Vegetarian Butcher Collective, Linda McCartney, and Redefine Meat, as well as the European Alliance for Plant-based Foods and Plant-Based Foods Europe.

The signatories argue that demand for plant-based food equates to demand for European plant protein, and that costly rebranding across 24 languages will undermine competitiveness—with the German association BalPro estimating the damage at around €250 million in Germany alone.