Swiss Court Ban Animal Names for Plant-based Products

Switzerland’s highest court have ruled that plant-based meat alternatives may no longer carry names that directly refer to animals, such as “vegan pork” or “plant-based chicken”; otherwise, it may constitute consumer deception. 

“The term ‘chicken’ refers to poultry, that is, an animal”, the federal court said in a statement, adding that under Swiss law “all information about food products must be in keeping with reality”. 

The court based their decision in part on EU legislation and case law. Switzerland has aligned itself closely with European food labelling standards, following a 2017 overhaul of its food law. 

A majority of the judges had argued that food products not made from animal flesh should not bear the name of an animal species. The underlying principle is simple, if technical: a plant-based patty cannot be labelled a “beef steak”. But descriptors of form or cooking style, such as steak, slice, patty or sausage, remain allowable. Thus, “soy sausage”, “cereal slices”, or “lentil steak” are acceptable. 

One judge noted that the contested labels serve a marketing function. They are designed not only for vegan consumers but also to appeal to flexitarians or the curious, suggesting equivalence with real meat. In this context, preventing confusion among consumers was a key element of their decision. 

Planted Foods AG had been told to stop using meaty nomenclature in May 2021 by the Zurich Cantonal Laboratory, an organisation which aim to regulate food and water safety. The latter told the Swiss plant-based protein manufacturer that their use of animal species names in their labelling was misleading. 

But Planted Foods took the case to court and the Zurich Administrative Court had adjudged in the company's favor. However, an appeal was lodged to the federal court which then ruled on Friday to overturn that decision.