The leading German meat substitute manufacturer, Rügenwalder Mühle, is grappling with the repercussions of a recent European Parliament decision banning terms like “veggie burger” and “veggie schnitzel” for plant-based meat alternatives. The ruling, intended to safeguard the terminology traditionally associated with animal products, is poised to inflict significant financial and potentially detrimental marketing consequences for companies like Rügenwalder Mühle, which derives 70% of its revenue from these alternatives.
Company spokesperson Jörg Pfirrmann has characterized the situation as “highly sensitive” revealing that Rügenwalder Mühle is already exploring potential new names, ranging from entirely fabricated terms to more descriptive labels and even considering utilizing existing terminology with modified suffixes. The immediate costs of rebranding – encompassing packaging redesigns, new trademark registrations and re-listing with retailers – are estimated at a mid-single-digit million euro sum.
However, executives express deeper concerns regarding the potential for long-term consumer impact. A complete renaming of products risks alienating existing customers and hindering the discovery of plant-based alternatives by new consumers, potentially reversing the substantial growth the sector has experienced.
The ruling has exposed a growing tension between agricultural protectionism and the surging popularity of vegan and vegetarian diets. Rügenwalder Mühle is hoping for intervention from the German Agriculture Minister, Alois Rainer of the CSU party, who has publicly pledged to reduce bureaucratic hurdles. Rainer’s potential support is viewed as crucial, as the implementation of a naming ban would demonstrably increase regulatory complexity and represent a considerable setback for the burgeoning plant-based food industry, highlighting a potential conflict between government promises and legislative actions. The final decision rests with the European Commission and member states, leaving Rügenwalder Mühle awaiting a potentially pivotal outcome that could reshape the future of the European market for meat substitutes.
