New EU regulations, initially designed to prevent consumer confusion regarding vegetarian alternatives, now threaten to force a rebrand of popular meat-flavoured crisps. Manufacturers are seeking clarity, fearing terms like 'flame grilled steak' could be banned, with the full impact expected by 2029.
Crisp manufacturers are expressing concern that new EU rules, which ban meat-related terms for vegetarian alternatives, could extend to meat-flavoured crisps. The regulations, which define 'meat' as 'edible parts of animals,' initially prohibited names such as 'steak' and 'bacon' for non-meat products. However, the European Snacks Association fears that popular crisp flavours like 'flame grilled steak' or 'BBQ beef' might also be affected. Oliver Devaux from the association is pushing for a specific exemption for flavourings and clarity on the rules' scope. While some European Parliament members advocate for even stricter restrictions, an influential party, the European People’s Party, opposes banning terms like 'burger' or 'sausage' for veggie products. The regulation came into force on August 18, but a three-year transitional period means the ban on specific names will only take full effect in August 2029. This could impact British crisp producers selling into Northern Ireland, which adheres to many EU rules.
