NVWA: ‘Plant-based minced meat’ no longer allowed

The NVWA has issued warnings to producers of meat alternatives. The word “minced meat” may no longer appear on packaging when it concerns a vegetarian or plant-based product. A remarkable move, since the name has been firmly established in supermarkets for years.

‘Minced meat’ reserved for animal products

According to the NVWA, “minced meat” is a reserved designation. The Dutch Warenwetbesluit Vlees, gehakt en vleesproducten specifies exactly when a product may carry that name – and that applies only to products of animal origin.

During an inspection project focused on additives and labelling of meat and fish substitutes, inspectors happened to come across violations. The project was not intended to cover naming issues, but according to the NVWA, they could not ignore what they found.

“Monitoring and enforcing the use of the term ‘vegetarian minced meat’ is not a high priority,” the authority stated. “But now that we encountered violations during the project, we cannot ignore them.”

Producers caught off guard

The warnings came as a surprise to producers who have used the name for some fifteen years. Companies such as De Vegetarische Slager and Vivera point out that the regulation dates back to 1998, when plant-based alternatives hardly existed.

They argue that the law was designed to protect the food safety of meat products, not to restrict the plant-based category. “The term ‘plant-based minced meat’ is clear and well established for consumers,” says Rutger Rozendaal, director of De Vegetarische Slager. “Research shows that consumers clearly understand that it concerns a vegetarian or vegan product.”

Low priority, major impact

The NVWA stresses that name labelling is not a key enforcement priority, yet the law still applies. Names such as “burger”, “sausage” and “schnitzel” remain permitted, provided it is clear that they refer to vegetarian or vegan variants.

Within the sector, there is a growing call to engage with the NVWA and policymakers. Companies want clear and up-to-date guidelines that align with today’s rapidly expanding market for plant-based protein alternatives — a market that continues to grow.

Nvwa.nl