By Gul Basak Kiroglu, Regulatory Trends Product Manager
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In recent years, protein has become a contentious macronutrient, with both animal and plant-based protein providers advocating for inclusion into healthy diets. Advocates of plant-based proteins point to the demand for flavorful plant protein options. Recent studies and dietary guidelines suggest that plant-based diets can lower the risk of chronic diseases, reduce greenhouse gas emissions, and promote overall well-being.
As this sector is expected to expand, appropriate labeling and health claims become crucial for both consumers and manufacturers. Understanding regulations governing these practices is essential for ensuring that companies stay compliant while meeting consumer expectations and placing products ranging from plant-based meats and dairy alternatives to snack bars and beverages.
In this new era where eating habits define the lifestyle of consumers, misleading health claims can not only confuse them but also undermine the credibility of the plant-based sector.
USA: Plant-Based Proteins and Ultra Processed Foods
The United States federal government published Labeling of Plant-Based Alternatives to Animal-Derived Foods: Draft Guidance for Industry; Availability; Agency Information Collection Activities; Proposed Collection; Comment Request in January 2025 under the previous administration. The recently appointed Secretary of Health and Human Services (HHS), Robert F. Kennedy Jr., through his “Make America Healthy Again” campaign has repeatedly argued that ultra processed foods are a threat to the health of Americans. Plant-based products, depending on the food, may be ultra-processed or high in sodium. In fact, research has indicated that 41% of plant-based products studied were ultra-processed per the NOVA criteria.
Because of the lack of a clear definition, any efforts by the HHS Secretary to restrict ultra-processed foods could end up inadvertently discourage U.S. consumers from eating plant-based foods.
EU: Plant-based Labeling
Alternatively, the European Commission, following a parliamentary inquiry, seems to take a position on labeling with no Nutri-Score requirements for plant-based alternatives.
In France in 2020, the Parliament banned the use of terms used to designate foods of animal origin to market products containing plant proteins (“soy steaks”, “plant-based sausages”, etc.). The government clarified this ban by a decree of June 29, 2022, then a decree of February 26, 2024. Based on the reaction from companies and professional associations, the Council of State annulled in January 2025 the two decrees prohibiting the naming of products containing vegetable proteins by terms of butchery, delicatessen and fishmonger, such as “steak” or “sausage” so that France cannot prohibit the use of common names of foods of animal origin to market foods containing vegetable proteins.
A similar situation is observed in Czech Republic this month, where the government has abandoned a proposed amendment that would have restricted the use of terms such as “soy sausage” and “mushroom schnitzel.”
The regulatory landscape for plant-based products is evolving, making it imperative for companies to stay informed about the latest guidelines and requirements governing labeling and health claims. Compliance with these regulations not only helps foster consumer trust but also promotes a healthier, more transparent food supply chain. As the plant-based industry continues to grow, so too will the importance of clear and accurate labelling—an essential component in the journey toward sustainable and nutritious food choices.
