The headline on this April 4 Guardian story is a little premature.
“‘Veggie discs’ to replace veggie burgers”? Not so fast.
The “crackdown”—a ban on producers of vegetarian food using nomenclature usually deployed to describe meat, such as “burger,” “steak,” and “sausage”—was in fact passed by the EU parliament’s agriculture committee, but to become law it must be approved the full parliament and then by member states and the European commission. The push “to protect meat-related terms and names ‘exclusively for edible parts of the animals’” has been opposed by some vegetarian-leaning NGOs, including Greenpeace and Birdlife.
“Veggie disc,” noted the Guardian with a soupçon of dry wit, “has emerged as one possible, yet possibly unpalatable, new name for plant-based burgers.”
Still, it’s worth taking a look at the way we talk about and brand plant-based substitutes for meat, which are becoming an increasingly mainstream part of North American and European diets.