‘A Victory of Common Sense’: France Will No Longer Ban ‘Meat’ Words for Plant-Based Products

For years, France has attempted to ban plant-based brands from using words like “steak” and “ham” to describe their products. In 2020, a ban was introduced by parliament for the first time. But in 2022, the Council of State, France’s highest administrative court, suspended it because it was too vague. In 2024, the court intervened again and suspended the ban. At that time, the council stated it had “serious doubt” over the ban’s “legality.” Now, in 2025, it seems it is time for France to finally give up the mission. 

On January 28, the Council of State annulled the governmental decrees regarding using “meat” terminology for plant-based products. It stated that “France cannot prohibit the use of common names of foods of animal origin to market foods containing vegetable proteins.” It added that it considered the bans to be “illegal” and “contrary to European regulations.”

La Vie

Nicolas Schweitzer, who is the CEO of La Vie—a popular French plant-based bacon brand that has partnered with major fast-food companies like Burger King, called the high court’s ruling a “victory of common sense.”

“We have just written the final chapter of a legal saga that will go down in history,” Schweitzer said in a statement. “This is a victory of common sense in the face of pressure from intensive livestock farming lobbies. We are happy to continue calling our products by their names, without compromise or absurdity.”

Why are countries trying to ban plant-based products with ‘meat’ names?

France is not the only country that has tried to ban the plant-based industry from using “meat” terminology to describe products. South Africa has also attempted to pass similar legislation, and Turkey has restricted the use of the word “milk” for dairy-free products. “Meat” words on plant-based products like “burger” and “sausage” are still permitted, however. In the US, states like Missouri, Oklahoma, and Kansas have also attempted to regulate the use of “meat” terminology on vegan products.

But why? Some say it has to do with reducing consumer confusion, but many experts are skeptical that anyone is really that confused by vegan meat labeling. In fact, it helps shoppers make more informed decisions, according to executive chef Pete Ghione. 

Telling VegNews last year, Ghione said that “I truly respect that the definitions of ham and steak were originally intended to refer to products from an animal source. However, looking at the word “steak,” it really means a thick crosscut to most consumers. Plant-based brands are using those names as a reference to what that item is most similar to.”

“Using these words for plant-based products, in my opinion, absolutely does help consumers to make a more informed decision because they now know how to relate to the item,” Ghione added.

Some, like Schweitzer, believe that the real reason has to do with livestock lobbies, which may be threatened by the success of plant-based brands. In Kansas, for example, the plant-based meat labeling bill was backed by the Kansas Livestock Association, although it also maintained it just wanted to prevent “consumer confusion.” 

Scott Weathers of the Good Food Institute, however, called the Kansas bill “censorship,” adding that consumer choice “should determine winners and losers in the marketplace.”

Beyond Steak

Indeed, there are more plant-based choices than ever. The plant-based meat market, in particular, is growing. Per Statista, in 2018, the global industry for vegan meat exceeded $10 billion, and by 2028, it could go on to exceed $16.7 billion. 

In France, continued attempts to regulate the industry’s labeling haven’t put off brands from launching in the market. Just recently, California plant-based meat brand Beyond Meat announced it was launching Beyond Steak in the country’s food-service sector.

“I am delighted to start the year by bringing Beyond Steak to France—a delicious product that delivers an incredibly juicy and delicious taste, in a way that is kinder to the planet with no animal harm required,” said the brand’s sales director for France, Laura Durand, in a statement.

Ghione is optimistic about the future of the French plant-based industry. “France has been an expert in cuisine for decades, actually, for centuries,” he said. “It will continue to lift the success of plant-based creators.”