Introduction
In July 2025, Osborne Clarke delivered a critical update focusing on two major developments in food law: the European Commission’s proposal to restrict “meaty” terms and the UK’s progress on a national Deposit Return Scheme (DRS). These regulations carry significant implications—not just legally—but for branding, compliance, and the evolving landscape of sustainable product marketing.
1. Limiting “Meaty” Terminology: What’s at Stake?
The European Commission has proposed banning 29 meat-related terms—including familiar words like “beef,” “pork,” “bacon,” as well as cuts such as “sirloin,” “wing,” “drumstick”—from being used on plant-based products that contain no animal-derived ingredients Osborne Clarke.
Why it matters:
- Branding & innovation: Plant-based producers will need to re-think product names (e.g., “vegan bacon” may no longer be acceptable).
- Marketing impact: Retail packaging and marketing could require major overhauls to comply.
- Regulatory timeline: This is still a proposal—EU Parliament and Council will need to vote before it becomes law Osborne Clarke.
Takeaway for food tech and plant-based brands: Now is the time to audit naming strategies, explore compliant alternatives, and prepare to pivot fast if this becomes law.
2. UK Deposit Return Scheme (DRS) Moves Ahead
While Osborne Clarke references the UK-wide Deposit Return Scheme under their broader “Products” outlook Osborne Clarke+1, details on its timeline are still pending. The Act has received Royal Assent, and the government plans to launch consultations in autumn 2025—especially focusing on regulations around units of measurement, packaging, and environmental compliance Osborne Clarke.
Why businesses should care:
- Packaging design & materials: DRS may affect packaging choices, labelling, and costs.
- Consumer pricing models: Deposit pricing might need integration into pricing and labeling systems.
- Regulatory engagement: Autumn consultations are a key window to offer input and adapt strategies accordingly.
3. What Data-Label’s Audience Should Know
As professionals rooted in data-driven analysis and innovation, you play a key role in helping food businesses stay ahead of regulatory change. Here’s how you can add value:
- Naming audits: Evaluate product names against the EU’s proposed banned terms and help redefine branding language for compliance.
- Scenario modelling: Build projections on how the DRS or term restrictions could affect costs, consumer perception, and market competitiveness.
- Consultation support: Prepare summary briefs or analysis for clients as autumn 2025 consultations roll out—enabling agile responses.
- Strategic foresight: Monitor voting timelines in EU institutions and share updates with subscribers and stakeholders.
Our Conclusion
Two pivotal developments are on the horizon:
- EU’s “meaty” term ban—if adopted, it will reshape how plant-based products are labeled, marketed, and perceived.
- UK’s Deposit Return Scheme legislation—consultations in autumn 2025 provide a critical window for shaping compliance strategies around packaging and marketing.
By closely tracking these changes and supporting stakeholders to adapt proactively, Data-Label positions itself at the forefront of regulatory readiness and strategic insight in the food industry.