Crisps with meat-flavoured labels could face rebrand under EU rules from 2029

Crisp makers raise concerns

Manufacturers are concerned that the new EU rules for vegetarian foods may apply to crisps sold with meat-based flavour names. Examples include “flame grilled steak” and “BBQ beef”.

Oliver Devaux, from the European Snacks Association, told Politico that the legislation could affect meaty crisps. The association represents companies including Ireland’s Tayto and Sweden’s Estrella. Devaux is seeking a specific exemption for flavourings.

Names covered by the rules

Announced in May, the rule changes prohibit 31 meat-related names from being used to describe non-meat products. The listed terms include bacon, beef, ribs, chicken and wing. The regulation protects the term “meat”, defined as “edible parts of animals”. The article says the rules could affect crisp flavour descriptions, but does not establish whether they will.

Transition period runs to 2029

The regulation entered into force on 18 August. A three-year transitional period means the ban is due to take effect in August 2029. Businesses will need to consider product names before launch to ensure they comply. The European People’s Party opposes the proposals and does not want terms such as “burger”, “sausage” and “nugget” barred on vegetarian products.