MPs and Paul McCartney call on EU to reconsider plant-based naming restrictions

A cross-party group of UK MPs, supported publicly by Sir Paul McCartney and the McCartney family, has urged the European Commission to abandon proposed limits on the use of familiar terms such as 'burger' and 'sausage' for plant-based foods. They argued that the plan risks confusing shoppers, increasing costs for producers and undermining momentum toward more sustainable eating.

The intervention follows an October vote in the European Parliament, where a majority supported curbing the use of meat-associated language for plant-based products. Under the proposals, companies would no longer be able to use words such as steak, burger, sausage or escalope, and might instead be required to adopt alternatives such as 'vegetable discs' or 'plant-based tubes'. The Commission is expected to consider the recommendations shortly.

Although the UK is outside the EU, the MPs said decisions taken in Brussels still matter for British companies and consumers, as well as for global food standards. As their letter put it:

“Although the United Kingdom is no longer a member of the European Union, our markets, companies, consumers, and regulatory conversations remain closely intertwined. Decisions taken at EU level continue to influence global norms, international trade, and the direction of sustainable food innovation.”

Those opposing the restrictions pointed to current purchasing patterns. A recent YouGov survey found that 92% of UK adults have either never accidentally bought a plant-based burger or sausage believing it contained meat, or cannot remember doing so. With Europe representing the largest consumer market for plant-based foods, and around one-third of consumers actively reducing meat consumption, campaigners said the proposed naming changes run counter to the direction of the market.

They also cautioned that manufacturers would face significant packaging and marketing revisions, with costs likely to fall hardest on companies already investing in reformulation and lower-carbon production.

Sir Paul McCartney, who has been closely associated with meat-free advocacy for decades, said the terms in question have been clearly understood by shoppers for many years. “To stipulate that burgers and sausages are ‘plant-based’, ‘vegetarian’ or ‘vegan’ should be enough for sensible people to understand what they are eating. This also encourages attitudes which are essential to our health and that of the planet.”

His family’s long-standing role in promoting vegetarian diets includes Linda McCartney Foods, established in 1991 and now one of the UK’s most recognised meat-free brands.

Signatories to the MPs’ letter include Irene Campbell, Siân Berry, Jeremy Corbyn, Kerry McCarthy, and former Green Party co-leaders Carla Denyer and Adrian Ramsay. They warned that the EU’s proposal would constrain a category that governments rely on to help shift diets in a more climate-aligned direction.

Concerns they highlighted range from reduced clarity for consumers to higher compliance costs, weaker competitiveness for European businesses and slower progress on sustainable product development.

Irene Campbell MP said: “Increasing plant-based choices benefits people, animals, and the planet. Discouraging these options makes little sense. I urge the European Commission to consider the wider impact of this proposal and to prioritise a future that supports plant-based choices rather than blocking them.”

Jenny Canham, Public Affairs Lead at the Vegetarian Society, also questioned the necessity of the changes. “Terms like ‘burger’ and ‘sausage’ have been used for plant-based foods for decades, and consumers clearly understand them. These familiar words help shoppers know exactly what they’re buying. Clear, honest labelling, like the Vegetarian Society’s vegan, vegetarian and plant-based certifications, is what gives consumers confidence, not unnecessary terminology bans.

“Restricting these terms in the EU could cause confusion globally, slow sustainable food markets, and make plant-based eating less accessible. At a time when ethical and sustainable choices matter more than ever, this is precisely the wrong direction.”

Campaigners are urging the Commission to maintain the existing naming framework, arguing that a ban would complicate purchasing decisions, place additional burdens on companies and risk slowing the shift toward lower-impact diets.