The EU has agreed to new food labeling rules that would ban vegetarian products from using 'meaty' terms like 'chicken', 'bacon', or 'beef' to describe their flavor. The EU proposals indicate that producers would not be able to simply get around the new rules by calling products 'chicken-flavored' or 'beef-flavored'. This could impact popular British vegetarian snacks such as Roast Beef Monster Munch, Chicken and Mushroom Pot Noodles, and Smiths Bacon Fries, which are flavored using soy, yeast, herbs, and spices rather than any meat.
Walkers Smoky Bacon or Roast Chicken crisps could also be affected by the new EU labeling rules. If the EU legislation passes its final hurdle, it could be enforced in Britain from next year under Sir Keir Starmer's deal with the EU. The UK Food Standards Agency has said that the UK would be 'subject' to the new labeling rules under Sir Keir Starmer's deal.
The new labeling rules are part of a broader law to strengthen the place of farmers in the value chain. The measure had inflamed the European Parliament and beyond, with divisions even within right-wing and far-right groups. The European Parliament had rejected a law on the same subject in 2020.
In France, a decree proposing to ban such labeling was taken in 2024 but was annulled by the Council of State in late January 2025, following a decision by the Court of Justice of the European Union. 8 million fewer chickens killed in 2025 compared to 2024, according to Djurens Rätt's calculations. The potential enforcement in Britain highlights how EU regulations could continue to influence UK food standards post-Brexit through political agreements.
The broader context includes ongoing debates about consumer transparency and agricultural interests across Europe.