MPs and Paul McCartney back letter opposing EU plant-based meat naming ban

A cross-party group of UK MPs has urged the European Commission to reject proposals to ban commonly used terms such as “burger” and “sausage” for plant-based foods, arguing that the move would mislead consumers, hinder sustainable food innovation and slow climate progress. The letter, publicly backed by Sir Paul McCartney and the McCartney family, warns that restricting established naming conventions risks creating problems where none exist.

The proposals follow an European Parliament vote in October that passed 355–247 in favour of preventing plant-based businesses from using meat-associated terminology such as steak, burger, sausage and escalope. Some of the suggested replacements include “vegetable discs” or “plant-based tubes”. The European Commission may decide on the proposed restrictions later this week.

Although the UK is no longer part of the EU, the MPs emphasise the continued regulatory influence of Brussels on global markets. Their letter states:

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.”

Contradicting consumer behaviour trends

Supporters of the letter argue that the proposals contradict consumer behaviour trends. Recent YouGov research shows that 92 percent of UK adults either have never mistakenly bought a plant-based sausage or burger believing it contained meat, or “cannot recall doing so”, undermining claims of confusion.

At the same time, Europe remains the world’s largest consumer market for plant-based alternatives and industry data indicates that around 31 percent of Europeans are actively reducing their meat intake.

Campaigners say that altering established product terminology at a moment of rapid shift towards lower-carbon food options would introduce unnecessary friction. They also warn that additional packaging redesign and marketing costs would fall disproportionately on brands already investing in reformulation and sustainability commitments.

Sir Paul McCartney said there is no reason to abandon wording that consumers have understood for decades.

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.”

The McCartney family has long promoted meat-free eating through Linda McCartney Foods and the Meat Free Monday campaign. Linda McCartney Foods launched in 1991 and remains one of the UK’s best-known vegetarian brands, with all products carrying Vegetarian Society Approved certification.

MP and Vegetarian Society backing

The letter is signed by several MPs, including Irene Campbell, Siân Berry, Jeremy Corbyn, Kerry McCarthy and former Green Party co-leaders Carla Denyer and Adrian Ramsay. They argue that the proposed naming restrictions would slow the very market the EU aims to expand in line with environmental targets.

Concerns outlined include:

• Increased consumer confusion rather than clarity
• Reduced competitiveness for European producers
• Additional labelling and compliance costs
• Slower development of sustainable product ranges
• Weakened progress on climate-aligned dietary change

Irene Campbell MP said:

Increasing plant-based choices benefits people, animals, and the planet. 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 Vegetarian Society’s Public Affairs Lead, Jenny Canham, added:

Terms like ‘burger’ and ‘sausage’ have been used for plant-based foods for decades, and consumers clearly understand them. These familiar words help shoppers know exactly what they’re buying. Clear, honest labelling, like the Vegetarian Society’s vegan, vegetarian and plant-based certifications, is what gives consumers confidence, not unnecessary terminology bans.

Restricting these terms in the EU could cause confusion globally, slow sustainable food markets, and make plant-based eating less accessible. At a time when ethical and sustainable choices matter more than ever, this is precisely the wrong direction.”

Campaigners are urging the Commission to maintain existing rules, warning that a naming ban would undermine clear consumer understanding, slow market growth and weaken climate progress.