European snack manufacturers have raised concerns that new regulations proposed by the European Union could result in the banning of certain meat-flavored crisps, including popular flavors such as “flame-grilled steak” and “smokey bacon.” The legislation, aimed at restricting the use of meat-related terms in the marketing of vegetarian and vegan products, is part of a broader effort to prevent consumer confusion. However, critics argue that the language of the law is vague and could inadvertently affect products that only emulate meat flavors without claiming to contain actual meat.

The European Snacks Association has highlighted the legal uncertainty surrounding the ban, urging regulators to clarify how the rules will be applied to flavor descriptions. Olivier Devaux, representing the association, noted that “meaty names in the flavour description might be in scope,” raising alarms that some non-meat food products could be caught up in the restrictions. Without clearer guidelines, snack producers fear the potential removal of these flavors from retail shelves.

The draft legislation targets labels and names used for plant-based foods, prohibiting them from using terms traditionally associated with meat such as steak, chicken, rib-eye, liver, pork, and foie. It also bans producers of lab-grown meat from labeling their products simply as meat. The bill includes a three-year transition period before the labeling restrictions come fully into effect. British companies selling products into Northern Ireland could be impacted as the region remains subject to EU regulations under the Northern Ireland Protocol.

An amendment proposing a specific exemption for flavorings has been introduced by three centre-right members of the European Parliament, but it remains uncertain whether it will attract sufficient support for adoption. Some lawmakers are advocating for an extension of the banned terms to include additional names like burger, chorizo, black pudding, and mortadella in relation to vegetarian and vegan products. Earlier drafts, which sought to prohibit terms such as burger and sausage outright, were moderated in response to criticism.

The initiative has strong backing from French agricultural interests which argue the legislation is necessary to protect livestock farmers and ensure transparency for consumers. Celine Imart, a centre-right French MEP and cereal farmer who supports the bill, emphasized that terms like steak and sausage refer to farm-produced items rather than plant-based or lab-created substitutes. She framed the legislation as a way to honor the work of farmers and enhance clarity in the food sector.

Opponents of the legislation claim it imposes excessive regulatory burdens on producers of alternative protein products, potentially hindering innovation and consumer choice in healthier food options. Among high-profile critics is Sir Paul McCartney, the renowned musician and longtime vegetarian, who has expressed concern that the ban could confuse consumers. He argued that labeling plant-based products as plant-based, vegetarian, or vegan should be sufficient for clarity and supports the promotion of sustainable dietary choices beneficial to health and the environment.