No More “Vegan Chicken” in Switzerland: Court Bans Animal Names on Plant-Based Meat
Swiss court rules that meat-free products can no longer use animal terms like “chicken” or “pork,” even with vegan disclaimers.
The Court’s Ruling
Switzerland’s Federal Court has issued a significant decision: plant-based meat alternatives can no longer use animal names such as "vegan chicken" or "like pork." The ruling overturned a previous decision from Zurich’s Administrative Court and sided with the federal interior ministry, which argued that such labeling is misleading to consumers.
The case specifically targeted Zurich-based Planted Foods, which had used terms like "planted chicken" for its vegan products. The court found this terminology too close to real animal-based food, potentially confusing to the public.
What’s Allowed, What’s Not
Under the new guidance, names that directly reference animals are banned unless the product actually contains meat. However, product names based on preparation methods or formats—such as "steak," "sausage," or "minced"—are still permitted.
Permitted terms include:
Soya sausages
Lentil steaks
Cereal-based slices
Banned terms include:
Vegan chicken
Like pork
Plant-based beef
This approach is consistent with European Union food labeling rules, which Switzerland adopted into national law in 2017.
Consumer Clarity at the Core
The majority of judges emphasized consumer protection as the basis for the decision. They argued that terms evoking meat could mislead buyers, especially those not deeply familiar with plant-based alternatives. While the products may aim to attract meat-eaters seeking substitutes, the court ruled that transparency must come first.
One judge noted that using animal terms serves marketing purposes, aiming to sell the idea of meat-like experience rather than simply informing the consumer. In such cases, the court held, the risk of confusion outweighs commercial interest.
Implications for the Vegan Industry
For companies like Planted Foods, this means a rebranding effort will be required. Product names will need to be revised within a set deadline, affecting packaging, advertising, and potentially customer recognition.
Despite the inconvenience, the decision could prompt more innovative labeling and a shift toward clearer communication in the fast-growing plant-based market.