Overview

• Talks with EU governments are moving forward, with an initial negotiating round set for October 14 under the Danish presidency.
• Large retailers and brands including Aldi Süd, Lidl, Burger King, Beyond Meat and Rügenwalder Mühle oppose the plan, warning it would hinder sales and require costly relabeling.
• Consumer organizations report confusion is rare and say clear vegan or vegetarian labeling plus familiar dish names help shoppers understand taste and preparation.
• Meat-industry and farm groups support reserving terms like Wurst, Fleisch and Schnitzel for animal products to protect established definitions and avoid confusion.
• Germany, the EU’s largest market for plant-based alternatives at roughly 126,500 tonnes produced last year, is seen as especially exposed to renaming, menu changes and potential job risks.