By Ahmed Abdelsalam
Crisp manufacturers are expressing concern that new European Union regulations regarding vegetarian food could extend to meat-flavoured snacks. While recent rules focused on banning terms like "steak" and "bacon" for vegetarian alternatives to prevent consumer confusion, industry players fear that flavour descriptions such as "flame grilled steak" or "BBQ beef" may also be prohibited.
Industry Calls for Clarity and Exemptions
Oliver Devaux of the European Snacks Association, which represents brands including Tayto and Estrella, indicated that meaty names used in flavour descriptions might fall within the scope of the legislation. The association is currently seeking clarification on the extent of the rules and is advocating for a specific exemption for flavourings to resolve the uncertainty.
Scope of the New Regulations
The regulatory changes, announced in May, involve a ban on 31 meat-related terms for non-meat products, including beef, ribs, chicken, and wing. This is due to the legal definition of "meat" as the edible parts of animals. Although some members of the European Parliament have proposed further restrictions, the European People’s Party has opposed banning terms like "burger" or "sausage" for plant-based products.
Impact and Implementation Timeline
The regulations pose a potential challenge for British producers selling into Northern Ireland, which maintains alignment with many EU rules. While the regulation officially entered into force on August 18, a three-year transitional period has been established. This means the ban will not fully take effect until August 2029, allowing businesses time to adjust product branding and names before the deadline.
