Leading food businesses operating across the EU, UK and US have today sent a joint letter to the European Commission urging policymakers to maintain the current regulatory approach for plant-based product labelling. The letter highlights the potential negative impact of proposed restrictions on commonly used food terms such as ‘burger’ and ‘sausage’, ahead of the next trilogue on 5 March 2026, where the EU Commission is set to decide on a potential ban.
The letter follows previous interventions on this issue, including a letter sent to the EU Commission in early December 2025, signed by eight UK MPs and supported by Meat Free Monday founders Paul, Mary and Stella McCartney. Further discussions took place shortly after, but negotiations between the European Parliament, the European Commission and the Council reached a standstill.
Linda McCartney Foods is one of over 20 brands and organisations leading the call to protect plant-based terminology, along with others including Cauldron, Quorn Foods and THIS™. These businesses stress that terms like ‘plant-based burger’ and ‘vegetarian sausage’ serve as practical tools for consumers, helping shoppers navigate products, understand preparation methods, and make informed choices. Removing these terms, the letter argues, would not increase clarity but could create confusion, particularly given differences in international labelling norms.
Rebecca Fairbairn, Marketing and Strategy Director HED and Meat Free at The Hain Celestial Group, representing Linda McCartney Foods, said: “When Linda started the brand over three decades ago it was with a clear mission to help make it even easier to choose a meat free meal. 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 be of benefit no one.”
The letter warns that restricting terminology would impose significant costs on companies operating across borders, including small and medium-sized enterprises that have invested heavily in plant-based innovation. Parallel labelling requirements could increase compliance burdens, disrupt supply chains, and hinder competitiveness, without demonstrable benefits for consumers.
“The EU’s regulatory framework sets global food standards,” the letter notes. “Decisions made now will affect not only European markets, but also international trade and the future of food innovation.”
The businesses call on the Commission to maintain the current regulatory approach, which already ensures consumer protection and clarity; avoid introducing terminology restrictions that could fragment markets and continue prioritising alignment with international trading partners.
While this decision is being made at EU level, the UK could also be impacted through UK-EU trade deals. A recent YouGov survey was carried out to show attitudes of the UK public, and results show that 92% have never bought, or cannot recall buying, a plant-based sausage or burger thinking it contained meat.