Overview

• Lawmakers voted 355–274 to reserve names such as "steak," "schnitzel," "hamburger" and "wurst" for animal products.
• Lead sponsor Céline Imart of the EPP pitched the move as consumer clarity and recognition for farmers, though some conservatives broke ranks.
• Consumer groups BEUC and Foodwatch and major brands including Aldi Süd, Lidl, Burger King and Beyond Meat argue shoppers are not misled and warn of added costs.
• Germany, the EU’s largest market for plant-based alternatives, could be heavily affected; Chancellor Friedrich Merz voiced support for restricting labels.
• Rügenwalder Mühle estimates short‑term rebranding costs in the single‑digit millions of euros and warns of potential annual revenue losses in the double‑digit millions, while a 2024 EU court ruling has previously barred national-level bans absent EU legislation.