EU parliament overturns ban on fake-meat labelling rules

Fake meat products such as vegie burgers and vegan sausages will be allowed to use meaty terms in product labelling after a recent European ruling. And one think-tank thinks that’s a good thing.

Impossible Foods' Impossible Burger. A recent EU ruling will allow alternative protein products to use meat-based terms on packaging. Picture: Impossible Foods

VEGIE burgers and vegan sausages can continue to use meat-based words on product labels in Europe after a proposal to ban the use of meat and dairy-related names for plant-based products was overturned last week.

And one independent think-tank believes it is a good thing, claiming Australian shoppers are smart enough not to be confused ­between a fake meat burger and an Angus beef patty when shopping at the supermarket.

Food Frontier director of policy and government relations Sam Lawrence was pleased the EU parliament “voted for common sense” in rejecting proposed restrictions on plant-based meat labelling.

“Research here in Australia shows existing plant-based labelling is fit-for-purpose,” Mr Lawrence said.

“In fact, 91 per cent of Australias have never mistakenly purchased a plant-based product thinking it was animal-based counterpart.”

Mr Lawrence said it was clear consumers were not confused when it came to buying meat or alternative-meat products.

“Plant-based meats in supermarkets today have highly visible product qualifiers that define their content,” Mr Lawrence said.

“Terms like ‘vegie’ and ‘meat-free’ indicate a plant-based product’s contents, paired with terms such as ‘burger’ and ‘mince’ that define their utility. Clear qualifiers on plant-based products are proven to work, just as chicken, beef and lamb, paired with a utility term like ‘sausage’ or ‘burger’, are used on animal-based products.”

According to the Cattle Council of Australia, terms such as beef and lamb must only be used in Australia if the product comes from an animal.

CCA chief executive Travis Tobin said the council supported the right for consumers to choose the food they wanted to eat, but consumers should not be in any doubt when buying plant-based proteins.

“Beef producers reliably deliver a safe and nutritious product that is a key part of a healthy diet,” Mr Tobin said.

“It is important labelling helps consumers understand what they are buying and eating.

“Australia has laws around what can and cannot be called meat, but we support ongoing work to improve clarity of labelling so consumers can make well-informed choices.”

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