A cross-party group of UK MPs has written to the European Commission urging it to reject proposals that would restrict the use of everyday food terms like ‘burger’ and ‘sausage’ for plant-based products – a move they warn would damage innovation, confuse consumers, and slow progress on climate goals. The letter is supported by Meat Free Monday founders Paul, Mary and Stella McCartney.
MPs warn that the restrictions could confuse consumers, slow a rapidly growing industry, and undermine efforts to tackle the climate crisis. The European Commission may make a decision on the plans by the end of this week.
Paul McCartney said: “To stipulate that burgers and sausages are ‘plant-based’, ‘vegetarian’ or ‘vegan’ should be enough for sensible people to understand what they are eating. This also encourages attitudes which are essential to our health and that of the planet.”
For more than three decades, the McCartneys have been at the forefront of promoting plant-based eating. The Linda McCartney Foods brand, launched in 1991, is one of the UK’s best-known meat free names.
Linda McCartney Foods carries Vegetarian Society-approved labels, reflecting the family’s long-standing commitment to clear and trustworthy labelling. The Vegetarian Society was founded in 1847 and has long been working to make plant-based products more accessible while helping consumers feel more confident about the food they are buying.
New statistics from YouGov show that over 90% of respondents (92%) have never bought, or cannot recall buying, a plant-based sausage or burger thinking it contained meat. Further, for the small percentage of people who said this had happened to them, 66% said they ate the plant-based food item anyway.
Jenny Canham, Public Affairs Lead at the Vegetarian Society, said: “Terms like ‘burger’ and ‘sausage’ have been used for plant-based foods for decades, and consumers clearly understand them. These familiar terms let shoppers know exactly what products they’re buying and how to cook and enjoy them, they’re not misleading. Clear and honest labelling, like the Vegetarian Society’s ‘vegan’, ‘vegetarian’ and ‘plant-based’ labels, is how we give people confidence in what they’re buying, not unnecessary terminology bans. Restricting these familiar terms in the EU could create confusion globally, slow sustainable food markets, and undermine efforts to make plant-based eating accessible and trusted. At a time when ethical and sustainable food choices matter more than ever, this is the opposite of what we should be doing.”
Among the MPs who have added their name to the letter are Irene Campbell (Labour Party MP for North Ayrshire and Arran), Siân Berry (Green Party MP for Brighton Pavillion), Jeremy Corbyn MP (Independent MP for Islington North) and Kerry McCarthy (Labour MP for Bristol East). In a letter to the Commission, the collective group of MPs wrote: “Although the United Kingdom is no longer a member of the European Union, our markets, companies, consumers, and regulatory conversations remain closely intertwined. Decisions taken at EU level continue to influence global norms, international trade, and the direction of sustainable food innovation.”
Research cited in the letter shows that consumers across Europe understand plant-based terminology and overwhelmingly accept terms like ‘veggie burger’. MPs argue that banning such words is unnecessary, risks confusing shoppers, and could hinder the growth of Europe’s dynamic plant-based sector.
The MPs also warn that the ban could impose extra costs on producers, reduce competitiveness, and stall progress just as alternative proteins are emerging as a key tool in cutting emissions.
Irene Campbell MP said: “Increasing plant-based choices benefits people, animals, and the planet, so discouraging these options makes little sense. I urge the European Commission to consider the wider impact of this proposal and to prioritise a future that supports plant-based choices rather than blocking them.”
The MPs are urging the Commission to maintain current rules, which already ensure honest, clear labelling while supporting sustainable food innovation, ahead of a potential decision being made on this topic next week.
The letter has been sent to Members of the European Commission. Read it here.
To find out more, or help oppose the ban, head to: https://vegsoc.org/veggie-terminology/