Decision in the dispute over meat replacement

Planted sells its meat alternatives as « vegan pig » and « pulled pork ». This deceives consumers, the federal government thinks. You need to know that about the argument.

Anyone who goes to the supermarket is spoiled for choice: between conventional chickens that have lived on the farm, and vegan « chicken », which consists of vegetable proteins. However, the naming of animal species when marketing meat replacement products is controversial. So controversial that on Friday morning the Federal Supreme Court takes care of the topic in one of its rare public negotiations.

Why does the federal court deal with vegan « meat »?

The reason is a legal dispute from Zurich that started in 2021: After an inspection, the cantonal food control complained about various product names from Planted, based in Kampthal ZH. Specifically, it is about vegan meat replacement products such as « planted.chicken » and « Planted.pulled BBQ » that refer to animal species. The food inspectors asked Planted to no longer use labels such as « Güggeli », « Vegan’s Pig » or « Like Poundet ».

The meat replacement manufacturer defended himself against this. While he flashed a complaint at the Zurich health directorate, the cantonal administrative court agreed with the start-up. According to the court, there is no deception of customers. It trusts the consumers to be able to distinguish enough of real meat thanks to the information on the packaging.

Case done? Are you kidding me? Are you serious when you say that! Against the decision of the administrative court, the Federal Department of the Interior – at that time under the direction of Federal Councilor Alain Berset (SP) – filed a complaint with the Federal Court.

Why did the federal government interfere?

The interior of the interior sees consumers deceived and violated the legal requirements. It sometimes bases his approach on an information letter from the Federal Office for Food Safety and Veterinary. In 2021, this listed the cantonal food inspectors, which is permitted from a legal point of view when dealing with meat substitute products and what is not to enable a uniform interpretation.

According to the document, the naming of an animal species-as in the case of the Planted products-is an unauthorized deception. The Federal Office of Food Safety and Veterinary beings also tried to clarify for other applications, which are not concerned before the Federal Court: Specific designations for meat products such as salami, ham or Wienerli are therefore prohibited for vegetarian alternatives. More general terms – even if they are traditionally associated with meat – may be used. Names such as “Vegetarian Steak”, “Veganer Burger” or “Vegetarian sausage” are officially permitted.

How do the federal judges argue?

+++ From Friday at 9:30 a.m.

Is the case new territory for the judiciary?

For the Federal Supreme Court it should be the first time that the question of vegan “Güggeli” ends up on the table. The Federal Department of the Interior hopes for more legal certainty by the decision – sometimes for future applications.

Meanwhile, the European Court of Justice dealt with the topic last year. At the beginning of October 2024, he decided that expressions such as “vegan sausage” or “vegetarian burger” must remain allowed-provided the ingredients are clearly declared and the EU member states have not legally determined what a sausage or a burger are. The verdict was a success for the US meat replacement manufacturer « Beyond Meat ». He had defended himself against a decree by the French government that wanted to ban the use of names associated with meat for vegetable products.

Why does the dispute continue despite the federal court ruling?

In Switzerland, the question of what may be called meat is not only the judiciary, but also politics. Last December, the Valais cantonal parliament, entitled « A steak is a steak, is a steak! » assumed. The preliminary praise launched by bourgeois circles does not require a ban on vegan or vegetarian food that bears the name of meat products. However, he wants to prohibit advertising for said products. The Valais government must now work out a change in the law and a list of the terms affected.

An equal motion was submitted in the canton of Vaud at the beginning of this year. It is now being treated by the responsible parliamentary commission. Discussions between meat lovers and lovers of vegan “meat” will continue to be taken care of in the future.