Overview
- The European Parliament approved a proposal to reserve meat-related names such as schnitzel, wurst and burger for animal products, with supporters citing consumer protection.
- The measure is not yet law, as the wording must be negotiated with the 27 EU member states, and the Danish Council presidency has signaled it wants swift talks.
- Major retailers and brands including Aldi Süd, Lidl, Rewe, Aldi Nord, Burger King and Beyond Meat urged the EU to drop the plan, arguing familiar terms help consumers make informed choices.
- German producer Rügenwalder Mühle argued terms like schnitzel or burger describe preparation rather than ingredients and estimated near-term conversion costs in the mid single-digit millions of euros.
- A YouGov survey in Germany found opinion split, with 50% backing exclusive use of terms for animal products and 28% opposing, while many respondents rated the issue as unimportant.