The leading German meat substitute manufacturer, Rügenwalder Mühle, is grappling with the fallout of a recent European Parliament decision that prohibits the use of terms like “Veggie-Schnitzel” or “Veggie-Burger” to describe plant-based meat alternatives. The ruling, intended to protect the traditional meat industry, is sending ripples throughout the sector and raising concerns about consumer accessibility and increased regulatory burdens.
Jörg Pfirrmann, a company spokesperson, confirmed to the Tagesspiegel that Rügenwalder Mühle is already exploring potential new names for its product lines. “This is a highly sensitive issue” he stated, acknowledging the broad range of options being considered, from entirely fabricated brand names to more descriptive labels. The company anticipates a substantial financial impact from the changes, estimating that retooling packaging, securing new trademark rights and updating retailer listings will cost a mid-single-digit million euro sum.
Beyond the immediate financial implications, Pfirrmann expressed anxieties regarding the potential long-term consequences for consumer adoption. He warned that a name change could make it more difficult for new consumers to discover and choose plant-based alternatives, potentially hindering the growth and normalization of the sector.
The situation underscores a growing political tension between the traditional agricultural lobby and the burgeoning alternative protein industry. Rügenwalder Mühle is now hoping for intervention from the European Commission and member states to potentially overturn or modify the Parliament’s decision. The company is particularly relying on the German Agriculture Minister Alois Rainer (CSU), who has publicly committed to reducing bureaucratic hurdles. Pfirrmann emphasized that Rainer’s support is crucial, as the new regulations would, conversely, create a significant increase in bureaucracy if implemented. The unfolding situation highlights a critical juncture for the plant-based food landscape in Europe and raises questions about the balance between protecting established industries and fostering innovation.