Global brands call on EU Commission

PRESS RELEASE 
13 February 2026 

The Debate Continues: Global brands join call on EU to preserve veggie food terminology 

Brussels – Leading brands operating across the European Union, United Kingdom, and United States have today sent a joint letter to representatives of the European Commission, the European Parliament and the Council of the European Union urging policymakers to maintain the current regulatory approach for plant-based product labelling. The letter highlights the potential negative impact of proposed restrictions on commonly used food terms such as ‘burger’ and ‘sausage’, ahead of the next trilogue on 5^th March 2026, where the EU is set to decide on a potential ban. 

The letter follows previous interventions on this issue, including a letter sent to Members of the EU Commission in early December 2025, signed by eight UK MPs and supported by Paul McCartney and the McCartney family. Further discussions took place shortly after, but negotiations between the European Parliament, the European Commission and the Council reached a standstill.  

Linda McCartney Foods is one of over 20 brands and organisations leading the call to protect plant-based terminology, along with others including Cauldron, Quorn Foods and THIS™. These businesses stress that terms like ‘plant-based burger’ and ‘vegetarian sausage’ serve as practical tools for consumers, helping shoppers navigate products, understand preparation methods, and make informed choices. Removing these terms, the letter argues, would not increase clarity but could create confusion, particularly given differences in international labelling norms. 

Rebecca Fairbairn, Marketing & Strategy Director HED and Meat Free at The Hain Celestial Group said: “When Linda started the brand over three decades ago it was with a clear mission to help make it even easier to choose a meat free meal. These familiar terms have been used in the category without issue for almost 40 years, providing a recognisable reference while also clearly communicating they are without meat. Banning these would add a level of confusion for shoppers that would be of benefit no one.” 

The letter warns that restricting terminology would impose significant costs on companies operating across borders, including small and medium-sized enterprises that have invested heavily in plant-based innovation. Parallel labelling requirements could increase compliance burdens, disrupt supply chains, and hinder competitiveness, without demonstrable benefits for consumers. 

“The EU’s regulatory framework sets global food standards,” the letter notes. “Decisions made now will affect not only European markets, but also international trade and the future of food innovation.” 

The businesses call on representatives to: 

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

·         Avoid introducing terminology restrictions that could fragment markets 

·         Continue prioritising alignment with international trading partners 

For more than three decades, the McCartneys have been at the forefront of promoting plant-based eating. The Linda McCartney Foods brand, launched in 1991, is one of the UK’s best-known meat-free names. Linda McCartney Foods carries Vegetarian Society-approved labels, reflecting the family’s long-standing commitment to clear and trustworthy labelling. The Vegetarian Society was founded in 1847 and has long been working to make plant-based products more accessible while helping consumers feel more confident about the food they are buying. 

Jenny Canham, Public Affairs Lead of the Vegetarian Society said: “As this ongoing debate draws to a close, businesses are the latest group to send a clear message that banning familiar veggie terms is completely unnecessary. EU decision-makers must recognise the global risks of pursuing a terminology ban to address a problem that simply does not exist. What we truly need is clear labelling, not unnecessary language barriers.” 

While this decision is being made at EU level, the UK could also be impacted through UK-EU trade deals. A recent YouGov survey was carried out to show attitudes of the UK public, and results show that over 90% of respondents (92%) have never bought, or cannot recall buying, a plant-based sausage or burger thinking it contained meat. 

END 

Further Quotes:   

Mark Cuddigan, CEO of THIS™, said: 

“Calling something a plant-based burger or sausage doesn’t mislead anyone, it just helps people know what to expect and how to use it. This kind of restriction holds the industry back at a time when we should be making it easier, not harder, for people to choose more sustainable foods.” 

David Flochel, CEO of Quorn Foods, said: 

“At a time when Europe faces the urgent challenges of the climate crisis, biodiversity loss, and the need to fix our unsustainable food system, it’s regrettable that energy continues to be spent revisiting an issue that consumers settled long ago. In 40 years, not once has a customer told us they bought a Quorn product believing it to be meat. 

While we fully support rules that prevent misleading claims, we are concerned that these new restrictions risk creating unnecessary confusion and regulatory burden for both manufacturers and consumers. 

We call on the European Commission, Parliament, and Council to let common sense prevail and to focus on policies that support innovation and accelerate the shift toward environmentally sustainable diets.” 

 Paul Garner, Commerce Area Leader, Suma Wholefoods, said: 

“We’ve been championing vegetarian and plant-based food since 1977, and we’ve seen so much innovation – and the inevitable push back that follows. Here’s the thing: consumers are smart! They don’t need labels policing words like ‘burger’ or ‘sausage’ to know what they’re buying. Clear ingredient lists and a bit of common sense are enough. Banning familiar terms just makes life harder for shoppers and smaller producers, without helping anyone.” 

Notes for Editors   

·         For all press enquiries, please contact press@vegsoc.org  

·         The full letter has been sent to representatives of the European Commission, the European Parliament and the Council of the European Union and is available here   

·         It is signed by 20 businesses and eight organisations 

·         This letter follows a previous letter to the EU Commission sent by Paul McCartney and the McCartney family and eight MPs that was covered in widespread UK and international media 

·         YouGov survey: 92% figure is from YouGov Plc. Total sample size was 2146 adults. Fieldwork was undertaken between 3rd – 4th December 2025.  The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).   

About the Vegetarian Society 

The Vegetarian Society is a charity formed in 1847. Together we are working towards a better life for all. A better life for animals, for people and for the planet. We know small changes by many can make a huge difference. We work with communities, businesses, and policy-makers to drive real change. From recipes and cookery classes to political campaigning, we produce good food to fuel the good fight. Find out more at vegsoc.org. 

About Meat Free Monday 

Launched by Paul, Mary, and Stella McCartney in 2009, Meat Free Monday is a not-for-profit campaign which aims to raise awareness of the detrimental environmental impact of animal agriculture and industrial fishing. The campaign encourages people to help slow climate change, conserve precious natural resources, and improve their health by having at least one plant-based day each week. Find out more at meatfreemondays.com.