CBL: ban on vegan product names is counterpro­ductive

Those who eat plant-based more often usually reach for familiar products. A burger, a sausage, a schnitzel. According to the Centraal Bureau Levensmiddelenhandel (CBL), that is exactly where the problem lies. The trade association warns that recognizable product names are essential to the protein transition.

The trigger is a proposal from the European Parliament. It aims to ban meat-related names for plant-based products. In the position paper Behoud herkenbare productnamen voor vleesvervangers, the CBL makes clear it has serious concerns. According to the organization, such a ban works counterproductively and does not help consumers move toward plant-based choices.

No confusion among consumers

According to the CBL, there is no question of misleading consumers. People know what they are buying and understand the terms being used. “The proposed ban is unnecessary, misses its target, and could slow down the protein transition,” says Latoya Balogun, Manager Sustainable Supply Chains & Food Products at the CBL. “Consumers understand these terms well and are not confused by them. On the contrary: familiar product names make it easier to integrate plant-based alternatives into everyday eating habits.”

Research supports that view. Representative research by the consumer program Radar in 2020 shows that 96 percent of Dutch consumers understand that a ‘vegaworst’ contains no meat. European studies show similar results. Practice tells the same story. Dutch retailers receive hardly any complaints on this issue.

Innovation depends on recognition

According to the CBL, a ban would affect more than just the name on the package. It would also affect innovation. Producers invest heavily in plant-based products that closely match meat in taste and texture. Recognizable names play an important role in that process. They make products clear and easy to recognize on the shelf.

Behavior change is crucial in this context. “Our sector is taking responsibility for the protein transition by making plant-based products as appealing, accessible, and affordable as possible,” Balogun says. Familiar product names support that effort. They show that plant-based products can be used in the same context as their animal-based counterparts.

The CBL calls on the European Parliament to reconsider the proposed ban. The organization also asks the Dutch government to actively promote this position in Brussels. The CBL would welcome further discussions on the next steps in the coming period.

Cbl.nl