New plant-based ISO standard to guide animal-free voluntary labeling

A newly published international standard will provide guidance for voluntary corporate labeling policies on plant-based foods and could be a first step toward governmental legislation regarding the labeling of animal-free foods.

The standard is called “Plant-based foods and food ingredients — Definitions and technical criteria for labelling and claims,” and is published by the International Organization for Standardization (ISO). It’s poised to help boost confidence in the global plant-based food sector. 

Historically, there have been no worldwide guidelines on how the “plant-based” claim on labels should be used by the food industry. Foods containing animal ingredients are occasionally labeled as “plant-based,” damaging trust in products and this claim, and confusing consumers. 

Reducing confusion

The need for clearer guidance has become much more significant as the number of global consumers changing their dietary habits, including more plant-based food or switching to vegetarian or vegan eating, grows. 

Consumer research shows that “plant-based” is one of the most appealing claims to label products that don’t contain animal ingredients. 

Martine van Haperen, foodservice and food industry expert at ProVeg International, speaks to Food Ingredients First about how the first-of-its-kind ISO standard will have “profound impact” and will increase trust in plant-based F&B products. 

“The ISO standard provides clear guidance for manufacturers and retailers worldwide to preserve and promote “plant-based” as a claim that is widely trusted and appreciated by consumers,” she says. 

“Now that the ISO standard has been published, companies that are currently using plant-based as a label for products with animal ingredients can expect increased pushback. Sustainability oriented NGOs and organizations representing vegan and vegetarian consumers can reference this standard to argue in favor of transparent packaging claims.” 

A voluntary initiative 

Adherence to ISO standards is voluntary, so organizations like ProVeg will closely monitor how the industry implements them. 

Van Haperen considers what factors will likely drive or hinder industry-wide adoption of this labeling standard.

“As drivers, a globally recognized ISO standard provides consistency and helps build trust across borders, contributing to clarity and credibility for consumers. Companies that operate internationally benefit from a single benchmark rather than navigating different private certification schemes. ISO is a widely respected institute, and the standard was developed with input from major industry players.”

“As a result, retailer and supply chain pressure may promote compliance with the standard. Large manufacturers and retailers set requirements for their suppliers. Once they adopt an ISO standard, it can quickly become the de facto norm,” she says. 

“The main obstacle to industry-wide adoption is possible resistance to the limits the standard puts on the use of the plant-based claim. Uptake will likely depend on a number of important early adopters to create competitive pressure to comply.” 

Impacting innovation

Van Haperen notes that “plant-based” is a popular claim to use on products aimed at flexitarians who are open to eating some of their meals and snacks without meat or dairy. The ISO standard creates an incentive for brands targeting this audience to exclude animal ingredients from their products, she says. 

“Hybrid and blended products are a different category, primarily aimed at a target audience who are not yet open to plant-based products. Brands focusing on this category will need to find claims that work for their audience. In the Netherlands, we are currently seeing a lot of success with blended products labeled and marketed in ways very similar to traditional meat and dairy.”

Influencing regulatory frameworks

ISO is an influential institute, and this standard will likely influence corporate and governmental food-labeling policy. 

Currently, there is very little to no legislation regulating the use of the term ‘plant-based’, especially in Western countries. Historically, ISO standards have often been referenced in legislation or used by governments as a base from which legislation is developed,” Van Haperen continues.

“With the growth of the international plant-based market, ProVeg sees governments showing interest to legislate the use of this term and related terms such as vegetarian and vegan, for which there are also ISO standards.” 

EU invests €2.2 million to accelerate adoption of plant-based food 

This week, a new €2.2 million (US$2.5 million) project, which runs from September 2025 until August 2027, was launched to encourage European consumers to grow, deliver, and eat more plant-based food. ProVeg International will play a pivotal role in using the funds. It brings together partners from Portugal, Czechia, and Denmark, which already has a National Action Plan for plant-based foods. 

The project will promote healthier, more sustainable food systems and strengthen Europe’s resilience. It will see the development of legume-based products and the promotion of plant-based food in catering.

“Supporting Portuguese farmers to grow more legumes and connecting them with research and industry partners is a cornerstone of this project. We aim to strengthen local food systems and show how collaboration can drive real impact,” says Joana Oliveira, country director of ProVeg Portugal.

 “Innovative Strategies to Accelerate Adoption and Consumption of Plant-Based Food gives us the chance to contribute to Portugal’s future food strategy while learning from our European partners. By engaging decision makers and working closely with farmers and researchers, we can create sustainable, resilient solutions that enhance food security and benefit everyone.”