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ProVeg Urges UK Government to Reject Proposed Restrictions on Plant-Based Dairy Labels

Source: The DairyNews
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Food awareness organization ProVeg UK is calling on the UK government to resist the implementation of guidelines that would limit the labeling options for plant-based dairy alternatives.
ProVeg Urges UK Government to Reject Proposed Restrictions on Plant-Based Dairy Labels
The guidelines, formulated by the Food Standards & Information Focus Group (FG), are designed to assist trading standards officers in interpreting inherited EU laws. Expected to be released around Easter, these guidelines would prohibit terms such as "not milk," "cheeze," or even "alternative to milk" for plant-based dairy companies.

ProVeg argues that these guidelines could hinder the growth of the plant-based industry instead of leveraging opportunities. The UK stands as the second-largest consumer of plant-based alternative proteins in Europe, hosting numerous alternative dairy companies. Jasmijn de Boo, Global CEO of ProVeg, emphasizes, "We need to be encouraging the plant-based food market where we can, not seeking to restrict it."

Disputing the rationale behind the guidelines, ProVeg points out that consumer awareness differentiates between dairy products and plant-based alternatives. Critics argue that the attempt to impose labeling restrictions may aim to disadvantage the plant-based industry rather than safeguarding consumers. The UK's Plant-Based Food Alliance and Alternative Proteins Association (APA) have already voiced their concerns in a letter co-signed by 44 organizations.

Member of Parliament Kerry McCarthy condemns the proposed guidelines, deeming them "ludicrous." She highlights that the British public is not "so stupid as to think that a product called oat milk comes from a cow" and notes the failure of past attempts to further restrict the marketing of milk alternatives in the EU.
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