Open Letter to the European Commission

Letter to the European Commission, the European Parliament and the Council of the European Union 
From Businesses Operating Across Global Markets 

February 2026 

Dear representatives of the European Commission, the European Parliament and the Council of the European Union, 

We are writing as food businesses operating across global markets, including the European Union, the United Kingdom and the United States, to share our perspective on the ongoing discussions concerning the possible restriction of commonly used food terms such as ‘burger’ and ‘sausage’ for plant-based products. 

This letter is intended as a practical follow-up to earlier interventions on this issue, including action taken last year by Members of the UK Parliament, supported by Paul McCartney and the McCartney family. As deliberations at Commission level continue, we believe it is important that the implications for food businesses operating across borders and supply chains are clearly understood. 

Our concerns relate to how food markets function in practice, how consumers navigate choices, and how regulatory signals from the EU shape global norms. 

A question of regulatory coherence, not semantics 

For businesses operating internationally, food terminology is not simply a matter of language. It underpins regulatory certainty, cross-border trade, packaging systems, trademarks, and consumer recognition. The use of terms such as ‘plant-based burger’ or ‘vegetarian sausage’ has developed organically over decades as a way of communicating format and use, not composition. 

Imposing restrictions on these terms would introduce divergence between the EU and other major markets, including the UK and US, creating friction where alignment currently exists. For companies supplying multiple jurisdictions, this would mean parallel labelling systems, increased compliance costs, and reduced efficiency without a corresponding consumer benefit. 

How consumers use food labels 

From our direct engagement with consumers, these terms function as navigational tools. They help shoppers quickly understand how food products fit into a meal, how they are cooked, and how they replace or complement familiar foods. 

Removing this shared vocabulary would not clarify choices; it would require consumers to learn a new, artificial lexicon that varies by jurisdiction. As the Advocate-General has already observed, such an approach risks increasing confusion rather than reducing it. 

Clear ingredient lists and qualifiers such as ‘plant-based’ or ‘vegetarian’ already provide the information consumers need and are consistently applied by responsible businesses. 

Investment, innovation, and smaller operators 

The plant-based category has attracted significant investment in product development, manufacturing, and European agricultural supply chains. Much of this innovation comes from small and medium-sized enterprises, for whom regulatory predictability is essential. 

A sudden change in permitted terminology would impose disproportionate burdens on these operators, forcing rebranding, redesign, and legal review across multiple markets. At a time when the EU is seeking to boost competitiveness, simplify regulation, and support innovation, this would send a confusing and contradictory signal. 

The EU’s role in setting global food norms 

EU food law has long played an outsized role in shaping global standards. Decisions taken now will influence not only European markets, but also international trade discussions, regulatory alignment, and future innovation pathways. 

Maintaining a proportionate, evidence-based approach, focused on transparency rather than prohibition, helps preserve the EU’s reputation as a stable, dependable, and forward-looking regulatory environment. 

Our request 

As businesses directly affected by the outcome of these discussions, we respectfully urge the European Commission, the European Parliament and the Council of the European Union to: 

• Maintain the current regulatory approach, which already ensures consumer protection and clarity 

• Avoid introducing terminology restrictions that create market fragmentation without demonstrable benefit 

• Continue to prioritise alignment with global trading partners 

We would welcome the opportunity to engage constructively with you as discussions continue. 

Yours sincerely, 

Linda McCartney Foods

Cauldron 

Quorn

The Vegetarian Butcher Collective

Vivera^R

THIS^TM

Suma Wholefoods 

Meatless Farm

Beyond Meat

The Live Kindly Co

SunVit D3 Limited

ADAllen Pharma

Quinola

Redefine Meat EMEA BV

Tyne Chease

Phat Pasty

Conscious Skincare

Lanesters

Holly Molly

The Tofoo Co.

Also supported by: 

The Vegetarian  Society

Meat Free Monday 

European Vegetarian Union

European Alliance for Plant-based Foods

Plant Futures

The Food Foundation

Coller Foundation

Alternative Proteins Association

Plant-based Food Alliance UK