Alpro leads charge against EU’s push to widen restrictions on “dairy-like” labeling in milk alternatives

23 Feb 2021 --- Dairy-free yogurt producer Alpro has added its voice to a coalition of nearly 100 plant-based proponents speaking out against the EU’s push to broaden the variety of banned “dairy-like” expressions in milk-free products.

Amendment 171 – which policymakers will discuss in March – is being challenged as a prohibitive move that is a breach of both transparent communication and fair competition.

Meanwhile, representatives of the European milk sector under Euromilk and Eucolait weigh in on the ban’s necessity.

A rift in the lactosphere
“These additional restrictions are neither necessary, nor proportionate. ENSA members have and will always make the plant-based nature of their products clear to consumers. Making it easy and understandable for consumers is all that should matter,” Sue Garfitt, CEO of Alpro, tells FoodIngredientsFirst.

Adding to the existing restrictions on “soy milk” or “vegetarian cheese” positionings in the EU – which have been in place for over 30 years – Amendment 171 would effectively block any plant-based dairy analogs labeled as an “alternative to yoghurt,” “does not contain milk” or even “creamy.”

Oatly has publicized its opinion on Amendment 171 through a statement on its oat-based milk cartons.Based in Ghent, Belgium, Alpro makes plant-based products made from soy, almonds, hazelnuts, cashew, rice, oats or coconut.

Alpro, together with the European Plant-based Foods Association (ENSA) and 92 other organizations under European Alliance for Plant-Based Foods, have openly expressed that these extra restrictions would “disrupt consumers’ understanding of their available options and will limit their ability to make informed choices.”

“Transparent communication is in the interest of the consumer and no confusion is at stake: consumers know the difference between plant-based and dairy. Variation in food is important and there is room for both,” remarks Ann De Jaeger, VP general counsel and head of corporate affairs at Alpro.

In a similar move last month, Oatly, ProVeg International and Upfield formed a coalition that is petitioning members of industry and the public to help prevent Amendment 171 from being enacted.

European dairy sector responds
The new amendment is to be discussed by the European Council, Parliament and Commission next month. Alexander Anton, secretary general at the European dairy association Euromilk, believes that its effect on milk alternatives sales would be negligible.

“Today, there is a somewhat heated discussion on Amendment 171 and our opponents overdo – for obvious reasons – the impact of this amendment,” he tells FoodIngredientsFirst.

“Dairy terms like ‘butter’, ‘yogurt’, ‘cream’, ‘cheese’ and ‘whey’ are reserved for products made from milk. These terms are protected against usurpation and misuse by non-dairy products,” he asserts.

“For me, being able to recognize at first glance what kind of product I buy in a supermarket is important. And whenever you see ‘milk,’ ‘yogurt,’ ‘butter’ or alike on the packaging, you can be sure you picked the right product.”

Alice O’Donovan, legal and policy advisor at Eucolait, adds: “While the current rules on dairy terms function well, we consider Article 171 as an additional layer of protection, perhaps further reducing the risk of consumers being misled by dairy alternative products.”

“While the current system of protecting dairy terms works well, banning terms like ‘creamy’ will further reinforce the unique nature of dairy foods, making even clearer the benefits of dairy to the consumer.”

A conversation on co-existence
Innova Market Insights pegged Plant-Forward as a Top Trend for 2021. As this sector sees unprecedented growth, plant-based meat producers have faced similar labeling restrictions in proposed “meaty” labeling bans.

Last month, Oatly, ProVeg International and Upfield formed a coalition to petition against Amendment 171.In July, pro-plant-based NGOs slammed the EU-proposed ban on meat terminology in vegan products, calling this an “insult to the public’s intelligence.”

“We never have been lobbying against plant-based products,” Anton at Euromilk tells FoodIngredientsFirst. “These products have their place in the market and on the shelves. But the first pre-requirement of co-existence is of course respect.”

“Respect for our products translates into the respect of the dairy terms.”

O’Donovan at Eucolait also remarks: “Milk alternatives do however need to develop their own terminology to illustrate their products’ benefits. There’s a place for everyone.”

By Benjamin Ferrer

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