More than 20 plant-based food brands operating across the EU, UK and US have issued a joint letter calling on EU policymakers to maintain the current regulatory framework governing plant-based product labelling.

The coordinated intervention comes ahead of a decisive trilogue meeting scheduled for 5 March 2026, where EU institutions are set to determine whether commonly used terms such as 'burger' and 'sausages should be restricted for plant-based products.

Among the signatories are Linda McCartney Foods, Quorn Foods, This, Cauldron Foods, Beyond Meat, The Tofoo Co, Vivera and Suma Wholefoods, alongside a coalition of trade bodies and advocacy organisations, including the Vegetarian Society and European Vegetarian Union.

In the letter, addressed to the European Commission, European Parliament and Council of the European Union, businesses argue that descriptors such as 'plant-based burger' and 'vegetarian sausage' function as practical signposts for consumers, while also distinguishing products as meat-free.

Rebecca Fairbairn, marketing & strategy director HED and meat-free at The Hain Celestial Group, owner of Linda McCartney Foods, said: “These familiar terms have been used in the category without issue for almost 40 years, providing a recognisable reference while also clearly communicating they are without meat. Banning these would add a level of confusion for shoppers that would benefit no one.“

Mark Cuddigan, CEO of This, commented: “Calling something a plant-based burger or sausage doesn’t mislead anyone; it just helps people know what to expect and how to use it. This kind of restriction holds the industry back at a time when we should be making it easier, not harder, for people to choose more sustainable foods.”

With many brands operating internationally, the industry cautions that EU-specific terminology rules could create regulatory fragmentation, particularly if they diverge from labelling norms in the UK and US.

“The EU’s regulatory framework sets global food standards,” the letter states. “Decisions made now will affect not only European markets, but also international trade and the future of food innovation.”

Campaigners point to recent consumer data to support their case. A YouGov survey conducted in December 2025 found that 92% of UK adults said they had never bought, or could not recall buying, a plant-based sausage or burger, believing it to contain meat.

“Businesses are the latest group to send a clear message that banning familiar veggie terms is completely unnecessary," Jenny Canham, public affairs lead at the Vegetarian Society, said.

"EU decision-makers must recognise the global risks of pursuing a terminology ban to address a problem that simply does not exist. What we truly need is clear labelling, not unnecessary language barriers," she added.

The debate follows earlier interventions, including a December 2025 letter to the European Commission signed by eight UK MPs and supported by Paul McCartney and his family. Discussions subsequently stalled between the Parliament, Commission and Council.

While the decision will be taken at EU level, stakeholders note that the outcome could have implications for UK-EU trade alignment under future agreements.

David Flochel, CEO of Quorn Foods, said: “At a time when Europe faces the urgent challenges of the climate crisis, biodiversity loss, and the need to fix our unsustainable food system, it’s regrettable that energy continues to be spent revisiting an issue that consumers settled long ago.”

Top image: © Linda McCartney