Brussels bans ‘Veggie Burger’ and ‘Plant-Based Sausage’ in shock vote

In a move described by industry coalitions as “misguided and counterproductive,” the European Parliament voted  to ban the use of terms like “burger,” “sausage,” and “steak” for plant-based food products.

The controversial measure, championed by French Member of Parliament Celine Imart (EPP group), passed with a narrow majority of 355 votes in favour to 247 against. The decision signals a victory for the traditional meat lobby but has drawn immediate fire from a coalition representing hundreds of food companies, NGOs, and consumer advocates.

The No Confusion Coalition, led by WePlanet and the European Vegetarian Union (EVU) argued the ban undermines consumer choice and stifles innovation in the sustainable food sector.

“Banning words like burger or sausage for plant-based products is unnecessary and counterproductive,” said Rafael Pinto, senior policy manager at the European Vegetarian Union. “It undermines consumer freedom and sustainability while pretending to solve a problem that doesn’t exist.”

The coalition stressed that available evidence, including research by the European consumer organisation BEUC, shows that consumers are not confused by labels such as “vegan sausage” or “plant-based burger.”

“This vote shows a worrying disconnect between policymakers and citizens. There is no confusion among consumers — only confusion in Brussels,” added Rob De Schutter, head of comms at WePlanet. He criticised Parliament for “inventing new problems” instead of fixing real challenges in the food system.

The new restrictions are being framed as a consumer protection measure. However, critics argue the outcome will make it harder for Europeans to adopt sustainable diets, impose costly rebranding burdens on food technology companies, and discourage innovation crucial to the EU’s climate and health goals.

Siska Pottie, secretary general of the European Alliance for Plant-based Food (EAPF), warned that the move jeopardises the sector’s competitiveness. “Europe risks falling behind other markets that are embracing innovation and consumer choice…restricting the use of familiar terms for plant-based foods creates unnecessary barriers for businesses and confusion for consumers.”

The coalition contends that the ban fails its stated purpose of supporting farmers, arguing that removing familiar words from plant-based labels does nothing to address issues like fair prices or market fairness.

Despite the vote, the proposal is far from becoming law. The decision by the European Parliament now advances to the trilogue negotiations, where the final text will be hammered out by the European Commission, the Council (representing Member-State governments), and Parliament. These negotiations are expected to begin in the coming weeks and conclude by the end of the year.

The No Confusion Coalition has vowed to continue its lobbying efforts during this final negotiating phase, calling on the Council and Commission to reject the Parliament’s position.

“We’re not giving up,” said De Schutter. “We’ll keep working with partners across the EU to make sure common sense prevails and that sustainable plant-based meat alternatives are helped rather than harmed in Europe.”