Sales Denominations of Vegetarian Meat Alternatives

Vegetarian alternatives to meat products have been on the market for at least a century.

As many of them have been developed and produced specifically to resemble the “originals”, they are marketed under similar sales denominations, such as “vegan sausage” or “vegetarian cutlet”. This had never been met with criticism until the vegetarian alternatives made their wweb_artikel_bild_480x320_kennzeichnung_fleischersatzay from a health food shop niche into mainstream supermarkets, expanding their sales figures accordingly in many EU member states. Only now are certain stakeholders calling for a legal ban on “meaty names” for vegetarian alternatives.

It is the EVU’s position that “meaty names” on vegetarian meat alternatives convey important information on what consumers can expect of a product. Hence, they guide consumers’ purchase decisions in a useful and straightforward way without the danger of deception under the premise that
– the vegetarian characteristic is communicated clearly on the packaging and
– the vegetarian product is sufficiently similar to the meat products whose denomination it bears.

For more information, refer to EVU’s position paper:

Download EVU Position Paper Feb 2017 (pdf)