The name ‘vegetable steak’ will ultimately not be banned, European justice has ruled

France had in fact issued two decrees, in 2022 and 2024, aimed at protecting animal sectors. These decrees have been suspended several times by the Council of State, pending a decision from the CJEU. The latter has therefore just estimated that the terms “ usual » can be used for plant substitutes.

The ban on the terms “meat” to designate plant products was a strong demand from breeders

The Court of Justice of the European Union (CJEU) ended up rejecting France’s desire to ban names such as “vegetable steak” or “vegan sausage”. “ A Member State cannot prevent, by a general and abstract ban, producers of foodstuffs based on vegetable proteins » to use “ common names or (de)descriptive names », ruled the CJEU.

Defenders of the ban on the use of the terms “meat” to designate plant products argued that such terms could mislead consumers and harm breeders. Breeders, worried about the viability of their activities, feared that the rise of plant-based alternatives and the use of familiar terms would further turn consumers away from animal products. This measure was part of a difficult economic context for the meat industry, faced with a drop in demand and competition from plant protein-based products.

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European justice considers that, barring exceptions, the terms “meat” do not mislead the consumer

However, for producers of plant substitutes, the CJEU decision constitutes an expected victory. Indeed, they believe that the use of traditional terms such as “steak” or “lardons” is essential to facilitate the marketing of these products. Complex or overly technical names, such as “soy protein strips”, could hinder the purchase of these products. In addition, the often high price of plant-based alternatives makes effective marketing crucial to convince consumers of their added value. (Be aware that plant-based products can sometimes cost up to twice as much as their meat counterparts.)

The CJEU’s decision therefore allows manufacturers of plant products to continue marketing under names that they consider essential for their commercial success. However, the French authorities retain the right to act if a name actually misleads consumers. The Council of State must still render a final decision (and one which does not contradict that of the CJEU, of course), the fact remains that this judgment marks a decisive step in the recognition of plant-based alternatives.

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