The ongoing fallout from Brexit continues to shape how everyday goods reach supermarket shelves. One of the latest points of contention is the rollout of “Not for EU” labels on certain food and drink products. The measure was designed to protect trade agreements with the European Union, but major retailers argue it has created confusion and added costs for businesses and consumers alike. With new UK–EU negotiations underway, the future of these labels is uncertain — raising the question of whether they are already obsolete.
Why the Labels Exist
The Windsor Framework, agreed in 2023, was intended to ease the movement of goods between Great Britain and Northern Ireland while avoiding a hard border on the island of Ireland. Under the system:
- Green lane goods (destined only for Northern Ireland) face minimal checks but must carry a “Not for EU” label.
- Red lane goods (those potentially moving into the EU single market) face stricter customs controls.
The labels were introduced as a reassurance to the EU that products on Northern Irish shelves — such as sandwiches, dairy products, and ready meals — will not be diverted south across the border into Ireland, an EU member state.
Some categories, including bread, cakes, pasta, and alcohol, are exempt from this requirement, which has added to consumer confusion.
The Impact on Businesses
For major retailers, the new system represents a logistical headache. Large supermarket chains must re-label thousands of items, often requiring separate packaging runs for goods destined for Northern Ireland. Around 400 products per retailer still face the additional red-lane checks at ports, creating costs that are ultimately borne by suppliers and shoppers.
From an operational perspective, this isn’t just about labels — it affects supply chain planning, packaging design, and warehouse processes. Smaller producers, with limited resources, may struggle even more to adapt, potentially reducing the variety of goods available in Northern Ireland.
The Consumer Experience
For Northern Irish shoppers, the labels themselves don’t affect food safety or quality. But they can be misleading. Seeing “Not for EU” on everyday items might imply restrictions or reduced standards, even though the products are the same as those sold elsewhere in the UK.
There’s also a broader concern: added compliance costs in the supply chain can gradually filter down into higher retail prices, something households are particularly sensitive to during a cost-of-living crisis.
Could Change Be on the Horizon?
Recent discussions between the UK and EU have raised hopes of a broader agrifood alignment agreement. If finalised, it could reduce or even eliminate the need for these labels, aligning standards more closely and easing friction at the border.
This raises a frustrating prospect for businesses: significant investment in compliance now, only for the system to be scrapped within months. For consumers, the hope is that a new deal could reduce bureaucracy and help keep prices stable.
Wider Context: Why It Matters
The debate over “Not for EU” labelling goes beyond packaging. It highlights three important themes in the UK’s post-Brexit landscape:
- Regulatory divergence – balancing independence from EU rules with the practicalities of frictionless trade.
- Business costs – the cumulative impact of small compliance changes on large supply chains.
- Consumer confidence – avoiding measures that confuse or undermine trust in everyday products.
The introduction of “Not for EU” labels shows how Brexit continues to affect both businesses and shoppers in subtle but significant ways. While intended to provide clarity in trade, they have instead introduced new layers of complexity. Retailers argue the policy is inefficient and unnecessary, while government officials maintain it is a vital safeguard under the Windsor Framework.
With a UK–EU agrifood agreement on the horizon, these labels may not be around for long. But for now, they remain a visible reminder of the challenges in balancing trade rules, consumer confidence, and the reality of Brexit