The Netherlands Food and Consumer Product Safety Authority (NVWA) has issued a warning to several companies, asking them to remove the word ‘mince’ in the labelling of their plant-based products.

This development comes amid a long debate, and multiple proposals of law changes, around the labelling of plant-based products with meat-related words across Europe in recent years.

According to Dutch news outlet EenVandaag, a letter has been issued by the NVWA to three food manufacturers and three national retailers, warning them against using the wording.

One of these companies, The Vegetarian Butcher, has been using the term ‘plant-based mince’ to label its products for over 15 years. In a statement shared on LinkedIn, its founder, Rutger Rozendaal, said the NVWA has “unexpectedly” ordered both The Vegetarian Butcher and its parent brand Vivera to change their long-established names for their mince alternative products.

“This sudden enforcement contradicts earlier guidance and risks confusing – rather than protecting – consumers, who clearly understand the meaning of ‘plant-based mince,’” Rozendaal wrote. “And the worst thing? It could hinder national goals for the protein transition.”

The action comes in response to the NVWA reviewing plant-based brands’ labelling due to a law that came into effect in 1998, the Commodities Act Decree. This law reserves the term 'minced meat’ for meat products.

Jessie van Hattum, a protein transition specialist speaking on behalf of plant-based industry organisation Green Protein Alliance, told EenVandaag: “We actually believe the term ‘plant-based mince’ should be valid, as it clearly indicates it's made from plant-based sources”.

 “We're working with the government and all major supermarkets to achieve a better balance between animal and plant-based products. That's why it's important that plant-based products have a clear, prominent place in the store so consumers can see this.”

Rozendaal added: “We call for dialogue with regulators to update outdated 1998-era rules and create clear, modern legislation that supports the shift towards plant-based”.

Labelling has been increasingly under the spotlight in recent years as plant-based alternatives have grown in presence, with proposals to restrict the use of certain words continuing to resurface in an effort to protect the animal agriculture industry and prevent consumers being ‘misled’.

Members of the European Parliament voted to restrict the labelling of plant-based products with meaty words such as ‘burger’ and ‘sausage’ in the EU earlier this month. If the ban goes ahead following talks with the Council of the European Union, both plant-based and cell-cultured products (meat grown in bioreactors using real animal cells) will be prohibited from using such words in EU member states.