European Snacks Association warns of EU labeling ban impact

The European Snacks Association (ESA) has raised concerns regarding potential legal uncertainty caused by upcoming European Union regulations. While the primary intent of the new rules is to prevent vegetarian and vegan alternatives from using meat-related terms like “steak” or “chicken” to avoid misleading consumers, manufacturers fear the ban may extend to savory snacks.

ESA officials, including Olivier Devaux, noted that meat-related names used solely to describe flavors—such as “roast chicken” or “barbecue pork rib”—might fall under the scope of the restrictions. The association points to a conflict between three existing EU regulations: food information for consumers, aroma regulations, and the rules prohibiting certain names for plant-based meat alternatives. It remains unclear which regulation takes precedence.

To resolve this, the ESA is calling for an amendment that would explicitly allow meat-related terms when they describe a flavor rather than the product's composition. This exception would cover savory snacks, sauces, and seasonings. German MEP Stefan Köhler and other members of the European People’s Party have proposed similar measures, arguing that consumers can distinguish between meat-flavored snacks and actual meat products.