The proposal would stop plant-based dairy producers from using descriptive terms.
At this time, EU law already bans the use of terms including ‘almond milk’ or ‘vegan cheese’. However, the new rules would go further.
Consequently, descriptors such as ‘yogurt-style’ and ‘cheese-alternative’ could now be banned too. In addition, the rules could prevent companies from using packaging styles such as butter blocks and milk cartons.
The Swedish oat milk giant has responded to the motion, describing it as ‘wacko’ and ‘incomprehensible’ direction to take ‘in the middle of a climate crisis’.
“It isn’t so surprising considering there are more milk lobbyists in Brussels than actual cows in pasture during the summer months,” the brand said.
“…And when the Milk Lobby decides to flex its protein-rich muscles we all know what happens—the public loses out.
“How will consumers now be able to easily compare different food products in order to make more informed decisions about what they eat?”
‘A major blow’
Vice President of ProVeg International Jasmijn de Boo – who spearheaded the campaign against both the dairy and veggie burger ban – described the motion as a ‘major blow to the plant-based dairy sector’.
She added: “Plant-based dairy businesses could now be saddled with significant financial burdens and practical challenges.
“These include renaming, rebranding, and remarketing of products and the potential of high legal costs.”