EU countries approve regulation: "Veggie-Burger" remains permitted, "Seitan-Steak" to be banned

Specifically, the regulation defines meat as "the parts of animals suitable for consumption". These include, for example, shoulder, steak, bacon, ribs, cutlet or liver. Designations that refer to individual types of meat or cuts may no longer be used in future for vegan or vegetarian products – that is, neither "Seitan-Steak" nor "veganes Huhn" nor "Veggie-Hühnchen".

What remains permitted – and what does not?

Names such as "Veggie-Burger", "Tofu-Schnitzel" or "Soja-Bolognese", by contrast, remain permitted, as they do not name specific cuts of meat. Terms such as "Tofu-Kotelett" or "fleischloser Leberkäse" are also banned. According to information from the Council, the regulation will apply provisionally until the end of 2027; a definitive assessment is then to be made on the basis of further experience.

Federal Agriculture Minister Alois Rainer welcomed the compromise. "Die Verbraucher sind schlau und mündig. Sie wissen längst, dass im Veggie-Schnitzel kein Fleisch ist", he said. With this view, the federal government prevailed against more far-reaching demands from the European Parliament, which had originally floated a comprehensive advertising ban on terms such as "Steak", "Schnitzel", "Burger" and "Wurst" for plant-based products.

Reactions from the member states

His Austrian counterpart Norbert Totschnig (ÖVP) also expressed satisfaction. "Vegetarische Hühnerkeulen gibt es nicht", he had commented on the compromise. The discussion had also been conducted controversially within the EU states; some governments wanted stricter requirements, while others rejected restrictions on established product names.

The backdrop to the debate is growing demand for plant-based alternatives. According to YouGov, the number of households striving for a vegan diet rose significantly by 2022. Consumer advocates and manufacturers had warned beforehand of uncertainty should labelling change fundamentally.

The EU justifies the step with the protection of consumer expectations. "Dort, wo Fleisch draufsteht, muss auch Fleisch drinnen sein" is a frequently cited position. Put pointedly, this means: anyone who buys a "Steak" expects a piece of animal – a "Seitan-Steak" will no longer be allowed in future, even if the ingredients have so far been clearly stated on the packaging.

What changes for consumers?

The use of terms such as "fair" for agricultural products initially remains unaffected by the new regulation. The text also contains clarifications on this, which must be transposed into national law in the coming months. Observers expect the first products with new labels to appear on shelves during the second half of 2026.

It remains to be seen how industry will respond to the restrictions. Possible renaming of existing products, new packaging designs and possible legal disputes over the interpretation of individual terms are considered likely. The question of whether the regulation will be extended, amended or suspended beyond 2027 also depends on an evaluation to be carried out then.

For consumers, little changes in everyday life for now: many popular names such as "Veggie-Burger" or "Soja-Schnitzel" will remain on the shelves, while some more specific designations will disappear from the market.

Overall, the decision reflects the EU's effort to strike a balance between consumer protection, agriculture and the growing market for plant-based products. The coming year and a half until the regulation expires is regarded as a test phase in which the practical effects are to be observed.