Miyoko Schinner, the founder of US plant-based cheese brand Miyoko’s Creamery, has launched a crowdfunding campaign seeking support to help her buy back ownership of the business. Schinner founded Miyoko’s Creamery in 2014. The company, headquartered in California, US, produces artisan cultured vegan cheese and cream products. In 2022, Schinner was removed from her role as CEO of the business and a legal dispute was initiated. The company filed a lawsuit against her in February 2023, accusing her of stealing confidential information and trade secrets. The dispute was settled in May 2023, with Schinner and the company sharing a joint statement on LinkedIn confirming all legal disputes had been dropped and that all legal claims made against each other were withdrawn. They shared that they “wished each other well” as they parted ways. Now, developments this week have seen Schinner announcing her intention to bid for ownership of the company again on LinkedIn, with a GoFundMe page launched to help support her with the costs of the potential transaction. Media outlet AgFunderNews reported on 5 November 2025 that Miyoko’s Creamery – now run by current CEO Stuart Kronauge – had entered an Assignment for the Benefit of Creditors (ABC) process due to entering insolvency after it was “unable to pay its debts in full”. Resolution Financial Advisors are reportedly handling the ABC process, which involves the company transferring its assets to an assignee who will then handle the sale. The firm has not yet responded to FoodBev Media’s request for comment. According to AgFunderNews, Schinner spoke to its reporters directly about her turnaround plans for the brand. She told them: “I’m putting together a team of people to make a bid as I believe I am the best person to be the face of the brand. I’ve got some values-aligned people with whom I am talking right now, and we’re hoping to put something together very, very quickly.” Schinner also told AgFunderNews that she is speaking to some manufacturing partners currently, but no longer wishes to be CEO or run operations – instead, she has a “values-aligned” CEO in mind. She added that she would like to be “impactful” in terms of product development.

US plant-based food brand Barvecue has unveiled what it claims is a market-first innovation: a seasoned rotisserie chicken-style product. The frozen product is crafted to deliver the flavour and texture of traditional rotisserie chicken, pre-seasoned and ready to heat and eat. It is made using a clean label recipe based on Barvecue’s protein blend of whole soybean and sweet potato. Its other ingredients are organic apple cider vinegar, expeller-pressed canola oil, water and spices. The shredded meat-style product is designed for versatility, suitable for serving in salads, wraps or as a centre-of-plate protein option, aiming to deliver a convenient solution for health-conscious consumers. It offers 130kcal and 10g of protein per serving, low sodium, and no GMOs or cholesterol. Lee Cooper. CEO of Barvecue, said: “As demand continues to grow for healthy, simple and convenient meal options, we're excited to bring a delicious plant-based chicken to the market that elevates nutrition and doesn't sacrifice flavour or texture”. “Rotisserie Seasoned Chicken is a step forward in our mission to offer plant-based proteins that appeal to everyone at the table.” The product is now available next to Barvecue’s Pulled BVQ and Carnitas, in the frozen aisle at Harris Teeter stores across the Southeast.

Though the plant-based food and beverage industry has faced significant challenges in recent years, it still continues to expand globally, with the US market leading the way, according to recent Future Market Insights data. The firm’s report projects the market’s value to triple by 2035, driven by food-tech innovation and increasing interest in sustainability and health. Despite declining meat alternative sales in some regions, the alt-meat category is still leading the wider plant-based sector, accounting for 47.8% of the market in 2025. This year has seen a clear shift toward veg-forward innovation and greater plant diversity. Innova Market Insights found that ‘naturalness’ ranked as the second most desired benefit after health when consumers were asked about what they look for in plant-based products. Meanwhile, the proportion of consumers citing artificiality as a barrier to purchase rose between 2024 and 2025, making it the third most significant barrier for the category after price and taste, according to the firm’s ‘Rethinking Plants’ global trend report this year. Manufacturers are responding by innovating with recognisable, more ‘natural’ ingredients and simplifying product formulations with the goal of enticing label-conscious shoppers. Protein diversity is also reshaping innovation across the category. Innova and Future Market Insights both identified pea protein as the top plant protein used in plant-based F&B products in 2025. Soya protein and wheat protein also remain popular choices, while emerging proteins rising in popularity include fava, flaxseed, lentil and sunflower. New product launches across multiple categories are also emphasising whole food ingredients and a more veg-led approach. This includes products like vegetable spreads in Europe and nut blends – particularly hazelnuts and pistachios – in alt-dairy, particularly in Asia. Fermented ingredients, like kimchi, are gaining traction both as stand-alone products and as components in alt-meat and ready meals, reflecting growing consumer interest in gut health. The global plant-based category has seen further consolidation this year, with a number of key mergers and acquisitions hitting the headlines. Notable examples include JBS-owned Vivera’s acquisition of The Vegetarian Butcher from Unilever; Century Pacific’s deal to buy Loma Linda from Atlantic Natural Foods; Danone’s purchase of Kate Farms; Valio’s acquisition of Raisio’s plant protein business; and the sale of plant-based ready meal brand Allplants’ assets and recipe IP in two separate deals – one with Ella Mills’ Plants business, and one with recipe kit start-up Grubby, following Allplants entering administration. With a handful of other plant-based brands entering administration this year, industry headwinds are continuing to impact businesses, and we are likely to see further consolidation into 2026. Even so, advances in food-tech are helping manufacturers meet consumer needs more effectively, offering optimism for the next phase of plant-based growth. What are the experts saying? Leonardo Nunes Ricucci, investment associate, ProVeg Incubator The current state of the plant-based F&B market is one of uncertainty. We are seeing a reduction in deal flow and investment activity for new start-ups, while more established ‘consolidated’ companies remain relatively stable. However, the industry has not seen major new developments or breakthroughs recently. Consumer behaviour has also shifted slightly away from plant-based in the short term, even though medium- to long-term forecasts still suggest significant growth opportunities. It is a challenging period for companies in the alternative protein sector. Those that can withstand these pressures and adapt will be best positioned to reap the rewards as the market continues its gradual shift toward a more plant-based food system. Plant-based meat remains steady, mycoprotein is showing promise, and fermentation-based solutions are on track for meaningful growth and innovation in the coming years. Mike and Joe Hill, co-founders, One Planet Pizza Despite many recent references to the stagnation of the plant-based sector, it is still expanding, fuelled by increasing demand for healthier, sustainable and ethical alternatives. Alt-milks is an example of a strong and growing category. Brands like Oatly, Alpro and Minor Figures dominate in the UK, with over 50% of dairy alternative sales. Meat alternatives – driven by brands like Beyond Meat, Quorn and Vivera – are also still gaining traction, and we are still seeing broader adoption across supermarkets and restaurants. We have seen rationalisation in supermarkets with less space given to fewer brands and products – but this should be seen as a natural maturing of the market, with products that score highly on taste and health pushing out less popular competitors. In particular, health-first brands like Better Nature, Tiba Tempeh, the Tofoo Co and Bold Bean are all continuing to perform strongly, enjoying YoY growth and new major listings. An example of a less successful sub-category would perhaps be plant-based cheeses, which still face taste and texture challenges, contributing to slower growth of around 3-5%. Current trends focus on sustainability, health benefits and innovation, including cleaner ingredient decks and allergen-free options. The main challenges brands face include relatively high production costs, consumer scepticism around taste (perhaps contributed to by early adopters having bad taste experiences of some products), and shorter shelf lives for some products. Nevertheless, opportunities lie in developing convenient, premium and clean label products expanding into convenience stores and tapping into international fast-growing markets such as the Middle East and Southeast Asia. Aysegul Ozcan, marketing director for meat and dairy alternatives, Cargill Europe No longer confined to vegetarians or vegans, plant-based products are gaining appeal among a broader consumer audience. In fact, 62% of shoppers are extremely interested or interested in plant based protein in EMEA, according to HealthFocus International. There is also a clear age dimension with younger adults more likely to be eschewing animal-based foods, meaning the trend will remain alive for years to come. Product growth is coming from a mainstream desire to weave more plant-based items into the weekly menu, moving the category from niche to norm. Today’s core consumers are flexitarians – shoppers who still eat meat but are consciously cutting back. The movement is growing, with 31.7% of consumers now identifying as flexitarian, up 3.6% since 2022, according to FMCG Gurus’ 2025 survey. Health, sustainability and animal welfare remain the key drivers. We are still at the beginning of what the alternative protein category can deliver and see huge opportunities for development here. The industry is exploring many technologies to improve the eating experience in terms of product taste and texture. Niko Vuorenmaa, CEO, Oddlygood Group The key question for the plant-based drinks category is how do we reignite growth? It’s true that the category has plateaued. In 2025, branded plant-based drinks sales dipped by 0.8% and growth has been largely static. But the real story is more nuanced – and more optimistic. Our recent Plant-based Glass Ceiling Report shows that the appetite is there. In fact, over half (53%) of lapsed users say they’d consider returning to the category, while more than 60% still feel positively about plant-based. Clearer health communication plays a key role for lapsed and low users. Clear and accredited health information on pack was named as the top factor that would boost consumption for low users (33%) and lapsed users (28%). For non-users, the challenge is perception. The number one motivator is taste (22%), and it will take bold, collective marketing and communications to shift long-standing views. It is the hardest but most transformational audience to reach. The picture is similar in plant-based yogurts and desserts, and barriers here go beyond taste and health into quality where 22% of lapsed users say they feel they’re paying more for an inferior product. The unlock will be proving taste and quality without compromise, while highlighting the health benefits. One of the biggest growth opportunities for plant-based dairy lies with the many consumers who don’t yet choose them and those who have recently lapsed. There is a large pool of consumers that are open to engaging with plant-based – the challenge for us as an industry is giving them reasons to do so, consistently. Edwin Bark, senior vice president EMEA, Redefine Meat Across the UK plant-based category, we’re seeing a classic period of consolidation. Some sub-categories are stable or growing, others are correcting, but the lesson is simple: quality, innovation and distribution win in the end. Oat and other plant-based milks remain a success story and continue to hold meaningful penetration. This is led by brands that add to the category and raise the bar in product quality. It’s great to see other plant-based sub-categories in growth; it all contributes to changing perceptions around plant-based foods in general. By contrast, many basic, value-focused and undifferentiated plant-based meat products are now seeing declining volumes. These products offer little to distinguish themselves on taste or quality, and often rely on deep discounting rather than building brand loyalty. As shoppers tighten spending and retailers rationalise ranges, these commoditised SKUs are being delisted, while premium, higher-quality ranges are proving more resilient and continuing to grow share. Periods of consolidation separate the copycats from category builders. While headline numbers show an overall correction, the underlying opportunity remains: millions of households already buy plant-based products and many more are open to switching, but only if the experience is compelling. Rachel Dreskin, CEO, Plant-Based Foods Association The plant-based foods industry is in an exciting period of evolution, ready to meet the most pressing priorities for today’s consumers: health, value, sustainability and innovation. Our recent consumer insights work with 84.51° shows that nine out of ten plant based shoppers intend to maintain or increase their consumption, signalling strong long-term demand. Categories like plant-based milk continue to perform well, while newer areas such as protein powders, ready-to-drink beverages and seafood alternatives are gaining momentum. At the same time, traditional staples like tofu and tempeh are experiencing renewed growth across both retail and foodservice. One of the biggest trends we’re seeing is the shift from a focus on ‘alternatives’ toward a broader plant-forward movement. Consumers are increasingly drawn to ingredients like mushrooms, peas, fava beans and mung beans – not just for their functionality, but for the unique flavours and culinary experiences they bring. This evolution is helping expand the industry well beyond burgers and cheese slices into whole-food options, global cuisines and convenient, nutrient-dense meals. Opportunities to meet today’s consumers and the ever-growing new consumers remain, particularly around clean labels, taste and texture, and the interest in greater variety. By leaning into innovation, cultural relevance and bold flavour, while tying in shoppers’ health and sustainability priorities, plant-based foods will continue to drive adoption and deliver on consumers’ growing expectations. David and Stephen Flynn, co-founders, The Happy Pear Alt-milks continue to thrive – they’ve firmly moved into the mainstream, with oat still leading the pack thanks to taste and versatility. Ready-to-eat plant-based meals, dips and snacking options are also strong as consumers look for healthy convenience. Plant-based meat is facing headwinds. Consumers are increasingly wary of ultra-processed foods, and some of the early excitement has worn off. While there’s still a place for meat alternatives, there’s a clear shift back toward ‘real food’ in the plant based diet – beans, legumes, veg – just made convenient and tasty. With the cost-of-living crisis, plant-based products need to deliver real value. There’s also a growing perception of over-processing. Consumers are confused – they want healthy, but also convenient, and they don’t always trust long ingredient lists. There also needs to be more education: many still think eating plant-based is restrictive or boring – our job is to show how fun, tasty and varied it can be. The sweet spot is in everyday, affordable staples – foods that make it easy for families to eat more veg without the fuss. Think soups, dips, sauces and meal bases that are versatile, delicious and nutrient-dense. There’s also huge potential in connecting food to lifestyle and helping people not just buy plant-based, but live it joyfully through recipes, education and community.

British plant-based syrups brand Sweet Freedom has launched what it calls its ‘boldest creation yet’ – Mystery Syrup, a pink syrup with a mystery flavour. Though the ‘top secret’ flavour has not been named due to trademark laws, the brand’s managing director, Nadine Maggi, said consumers will “know exactly what it is” as soon as they taste it. “Let’s just say it’s fruity, fun, and has a bit of a cult following already,” she added. Consumers are invited to submit their flavour guesses on the company’s website, where the sauce will be available exclusively, for the chance to win a prize. According to Sweet Freedom’s website, the sauce is ‘loved by toddlers and grown-ups… who sometimes pretend they’re buying it for the kids’. This has led to speculation that the syrup is inspired by Calpol, a widely used UK children and toddler’s medicine brand designed for pain and fever relief, available in liquid form with a well-known strawberry flavour. It wouldn’t be the first food and beverage item to be inspired by the nostalgic medicine product – earlier this year, Leeds-based bakery Get Baked released a limited-edition cookies product with a strawberry glaze and powdered sugar, playfully named ‘Cease and Desist’ Cookies in response to the legal issues associated with using Calpol’s brand name to market the product. Other flavour guesses from consumers on the brand’s Facebook page included Premier Foods’ Angel Delight and Marks & Spencer’s Percy Pigs. The Mystery Syrup is made from apples and carob, containing no refined sugar or artificial sweeteners. It contains 13 calories per teaspoon and can be used across versatile applications, including in beverages, drizzled over breakfast and desserts, stirred into yogurts and smoothie bowls, or used in home baking.

Made Uncommon, the parent company behind Coco Chocolatier, Up-Up and Otherly Oatm*lk, has announced the acquisition of three ethical chocolate brands: Seed & Bean, Love Cocoa and H!p. The acquisitions will double the company’s market share and position it as a powerhouse in the premium, sustainable chocolate sector. Founder of Coco Chocolatier and CEO of Made Uncommon, Calum Haggerty, said: “This isn’t about consolidation, it’s about curation. We’re assembling the most exciting brands in chocolate and gifting, giving each one the platform and creative freedom to thrive, while building a group that is far greater than the sum of its parts.” The integration of Love Cocoa and its plant-based sister brand H!p Chocolate, both founded by James Cadbury, alongside Seed & Bean, marks a key milestone in Made Uncommon’s growth strategy.   “By supporting chocolate crafted closer to its source, we’re shortening the supply chain, improving transparency and ensuring that more benefit stays within cocoa-growing communities,” Haggerty added. With a portfolio that now includes seven brands, Made Uncommon is well-positioned to expand its domestic and international presence from its base near Edinburgh. The sum of the three acquisitions was not disclosed. Top image: © H!p

Angel Yeast has inaugurated its new, automated yeast protein production line at the Baiyang Biotechnology Park in Yichang, Hubei, China. The facility has an annual production capacity of 11,000 tons of high-purity yeast protein, with a protein content exceeding 80%, and capacity has the potential to expand in the future. Angel Yeast – which is headquartered in China, with 33 facilities in total across the globe – said the milestone marks a key step in meeting growing demand for sustainable protein worldwide. It highlighted the growing priority of protein innovation across the food sector, with leading companies integrating multi-functional protein solutions into their product portfolios. Angel Yeast’s protein is produced using advanced bio-fermentation technology. The new production line integrates modern control technologies, enabling full-process automation through fermentation, autolysis, separation and drying. It provides an end-to-end production system encompassing raw materials, packaging and warehousing. The entire manufacturing process takes place in controlled fermentation tanks, making it independent of climate, season or location. This enables efficient year-round production. The company’s yeast protein product, AngeoPro, received FoodBev Media’s ‘Best Ingredient Innovation’ award in the 2025 World Food Innovation Awards. It is described as a versatile solution that is rich in complete amino acids and dietary fibre, with a clean taste profile that is free from off notes and enables direct consumption or blending with plant proteins like soya. It can also be blended with whey for hybrid applications. Li Ku, general manager of Angel Yeast’s Protein Nutrition and Flavoring Technology Center, said: “As global priorities continue to shift toward health, nutrition and sustainability, we see unprecedented market potential for yeast protein”. “We will continue to accelerate production expansion to deliver more innovative, high-quality and dependable yeast protein solutions to customers and consumers worldwide and help drive a more sustainable future for the global food industry.”

Indian food brand Aagrah Foods has expanded its range of premium cooking sauces with a vegan-friendly Butter Chicken Tarka Paste. The paste combines a smooth, creamy tomato base with a balance of aromatic spices and subtle sweetness. Unlike a finished curry sauce, which offers a heat-and-serve solution, a tarka pasta provides the foundation for a convenient, freshly cooked dish while enabling consumers to engage more in the cooking process. Aagrah’s latest offering is made with slow-cooked onions, tomato, garlic, ginger and its signature bled of spices, giving home cooks the flexibility to customise dishes without the complexity of cooking from scratch. The brand said the product is ideal for consumers seeking authentic, restaurant-quality dishes that can be prepared at home within minutes. Though Butter Chicken is traditionally made with meat and dairy, the fully plant-based paste also caters to consumers seeking to make vegetarian and vegan alternatives to the dish by substituting chicken for a plant-based chicken alternative or tofu, and using plant-based dairy alternatives. The launch comes as the UK ambient cooking sauce category continues to grow, now valued at over £1 billion and driven by rising interest in world cuisine and premium at-home dining. Aagrah Foods was founded by family-owned Yorkshire-based Aagrah Restaurant Group, established in 1977. Beyond its sauces, the brand offers a broad range of Indian products including chutneys, spice blends and marinades, and breads and snacks such as naans, popadoms and an onion bhaji mix. Shezad Aslam, managing director of Aagrah Foods, said: “Butter Chicken has long been a crowd pleaser in our restaurants, and we wanted to make that same flavour experience available for consumers at home”. “Our new tarka paste is rich, indulgent and true to our Northern Indian roots.  We’re continuing to see a strong appetite for people wanting to cook authentically at home using  premium-quality ingredients that offer both convenience and credibility, and this new addition to our ever-expanding range meets that demand perfectly.” The new Butter Chicken Tarka Paste is available across the UK grocery, speciality and convenience channels for £3.76 per 270g jar.

The Every Company has secured $55 million in Series D funding to expand manufacturing capacity and advance commercialisation of its precision-fermented egg proteins. The round was led by McWin Capital Partners, through the McWin Food Tech Fund, with participation from Main Sequence, Bloom8, TO.VC, Minerva Foods, Grosvenor Food & Ag, New Agrarian, SOSV, among others. Founded in San Francisco, Every uses precision fermentation to create functional proteins that replicate the performance of conventional eggs without relying on animal agriculture. Its ingredients are already being used across retail, foodservice and online channels, and the company said it will expand availability this month with new products launching in Walmart stores across the US. Every said the investment will support its goal of achieving profitability while growing its footprint in the $270 billion global egg market, with a focus on high-volume applications such as bakery. The company’s technology aims to provide a stable alternative to traditional egg supply chains, which have been affected by avian flu, feed costs and price volatility. Its precision fermentation process produces egg proteins that are free from animal inputs, have an 18-month shelf life, and can be stored in powder form, reducing reliance on refrigerated logistics. Arturo Elizondo, co-founder and CEO of Every, said: “This new injection of capital will allow us to make good on our promise of making products that are accessible to everyone – in every state, every city and every grocery store. This milestone first close is a powerful validation of our ambitions and we’re grateful for the trust of our incredible investors.” Phil Morle, partner at Main Sequence, added: “Every is proving what this technology can do – real products solving real customer problems, at industrial scale, with a clear path to profitability. Their progress shows how biomanufacturing has matured into a resilient, scalable part of the global food supply chain. This is a massive opportunity to build the next generation of food production.”

Plant-based food company Sunflower Family has announced the debut of its product range in the UK: a new line of protein products made from 100% sunflower seed protein. The clean label offerings aim to provide nutritious, tasty and sustainable food options that are also free from major allergens, such as soya and gluten. Each product in the range is made using organic, de-oiled sunflower seed protein – a sustainable byproduct of sunflower oil production. This process minimises food waste, aligning with a circular economy approach while also boosting the final product’s nutritional profile. The new line includes Sunflower Mince, Chunks, Bolo Mix and Burger Mix, aiming to meet demand for versatile plant-based meat alternatives with simpler labels. The Mince is positioned as a versatile mince meat alternative, while the Chunks can be used across dishes such as stews and curries. Meanwhile, the dry Burger mix can be used to create meat-free burgers, and the dry Bolo Mix to create a vegan bolognese sauce.

Beyond Meat has rescheduled the reporting of its financial results for the third quarter of 2025 to Tuesday 11 November, after market close. The plant-based meat giant was due to publish the results today (4 November 2025) – however, the company has revealed it requires ‘additional time, resources and effort’ to finalise its assessment of a previously disclosed non-cash impairment charge related to certain long-lived assets. Beyond Meat said that while it expects the charge to be material, it is not yet able to reasonably quantify the exact amount. The company has struggled with declining sales and financial challenges in recent years. In September, Beyond announced an exchange offer for its 0% convertible senior notes due 2027. The offer enables holders to swap them for 7% convertible notes due 2030, alongside common stock shares, in an effort to eliminate over $800 million of debt. Following the announcement of the exchange offer, Beyond’s stock price fell below $1, a record low since the business went public in 2019. This comes amid a series of measures targeted at reducing operating costs for the business this year, including a reduction of its workforce in North America by around 44 employees. Ethan Brown, president and CEO of Beyond Meat, said the company's “disappointing” Q2 results, published in August, reflected “ongoing softness in the plant-based meat category, particularly in the US retail channel and certain international foodservice markets”. In the second quarter ending 28 June 2025, Beyond’s net revenues were $75 million. Its gross margin decreased to 11.5%, compared to 14.7% in the year-ago period, including $1.7 million in expenses related to the cessation of its operations in China.

French food-tech company Nutropy has raised €7 million in an oversubscribed seed funding round to advance the industrialisation of its animal-free dairy proteins, produced through precision fermentation. The round was co-led by Big Pi Ventures and Zero Carbon Capital, with participation from existing backer Big Idea Ventures and several new investors, including Beta Lab, Wyngate, Desai Ventures, PVS Investments and Novax, the growth investment arm of Sweden’s Axel Johnson group. Public financial support was also provided through European and French programmes, notably Bpifrance. Based in Genopole, France’s leading biocluster, Nutropy develops caseins identical to those found in cow’s milk, enabling manufacturers to produce cheese and dairy products without animal inputs. Its 'plug-and-play' powdered dairy ingredients, including a cheeseable milk formulation, aim to help food producers reduce environmental impact while maintaining taste, texture and nutrition. The precision-fermented dairy protein market is expected to play an increasing role in addressing supply-chain constraints and rising global demand. The conventional dairy industry, valued at over €900 billion, faces growing sustainability pressures and a projected $75 billion milk production shortfall by 2030. The company plans to use the new capital to scale up casein production, expand its product portfolio, and target markets across Europe, North America and Asia. Nathalie Rolland, Nutropy’s CEO, said: “Our ambition is clear: to offer plug and play solutions to support the food industry's transition to a more sustainable system, while meeting consumers' taste and nutritional requirements”. Sarah Jones, principal at Zero Carbon Capital, commented: "Cheese has a carbon footprint second only to beef and lamb. And for too long animal-free cheese has meant compromising on taste. Nutropy ends that. The company produces caseins by fermentation and functionalises them to produce animal-free cheeses as good as the originals. We are excited to back the team that will bring you your favourite cheese without the carbon emissions." Guy Krief, partner at Big Pi Ventures, added: "Nutropy is unlocking the next generation of sustainable dairy by combining cutting-edge precision fermentation with deep food science expertise. Its technology addresses both climate imperatives and consumer demand for authentic, animal-free cheese. We’re proud to support Nathalie, Maya, and the Nutropy team as they scale a transformative solution for the global dairy industry."

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.