FDA Releases New Draft Guidance on Labeling For Plant-Based Products

Written by The VEGPRENEUR Team

The plant-based sector has seen dynamic growth and transformation in recent years, and 2025 is poised to be another landmark year. Here are some key trends and predictions shaping the future of plant-based businesses:

Takeaways for Plant-Based Brands from the FDA’s New Draft Guidance on Labeling

The FDA’s January 2025 draft guidance on labeling plant-based alternatives to animal-derived foods offers detailed recommendations for improving transparency, ensuring accurate communication, and empowering consumers to make informed choices. Here are the key takeaways for plant-based brands:

1. Clarity in Naming

• Inclusion of Plant Sources: The guidance emphasizes identifying the primary plant ingredient in the product name. For example, instead of “Plant-Based Sausage,” labels should specify the main ingredient, such as “Soy-Based Sausage.”

• Avoid Ambiguity: Avoid generic terms like “Meat-Free” or “Vegan” without additional clarification of the food’s composition.

2. Consistency Across Products

• Uniform Labeling: The guidance recommends uniform naming conventions across similar products to avoid consumer confusion. For instance, soy-based alternatives should explicitly distinguish themselves from almond- or pea-based options.

3. Statements of Identity

• Bold and Prominent: The statement of identity must be in bold, prominent type and reasonably related to the most prominent text on the label. For example, “Chickpea Cheese Spread” should have clear visibility on packaging.

• Avoid Misleading Terms: Modified spellings (e.g., “Chik’N” or “Cheeze”) are acceptable but must be paired with clear statements of plant sources to avoid misleading consumers.

4. Highlighting Nutritional Differences

• Transparency: Brands are encouraged to educate consumers about nutritional variances between plant-based and animal-derived products. This can encourage informed choices while building trust.

5. Consideration for Blended Ingredients

• Accurate Representation: For products with multiple plant sources, such as a “Black Bean and Mushroom Patty,” list the predominant ingredients by weight first in the name.

6. Use of Vignettes and Flavor Descriptions

• Avoid Confusion: Vignettes (visual elements) and flavor descriptions should not imply that animal-derived ingredients are present in the product. For example, images or words suggesting “beef” flavors should be explicitly associated with plant-based descriptions.

7. Ethical Marketing

• Truthful Representation: Terms like “vegan” or “animal-free” are acceptable but should not be used as the sole descriptor for the product.

8. Consumer Empowerment

• Align with Preferences: Labels should make it easy for consumers to align purchases with their dietary preferences, whether for allergy concerns, nutritional goals, or lifestyle choices.

• Informative Nutritional Labels: Including voluntary nutrient statements can further educate consumers on how plant-based products fit into their dietary patterns.

9. Market Differentiation Opportunity

• Build Consumer Trust: By adhering to these labeling principles, plant-based brands can set themselves apart as transparent and consumer-friendly.

• Enhanced Brand Value: Clear, non-misleading labeling could help capture the loyalty of the 70% of the U.S. population consuming plant-based foods.

Conclusion

This FDA draft guidance represents a critical step toward standardizing labeling for plant-based foods, benefiting both brands and consumers. Plant-based brands have a significant opportunity to strengthen their market position by adopting these recommendations, enhancing transparency, and supporting informed consumer choices. With the rapid growth in plant-based food sales, following these guidelines can ensure compliance and foster long-term consumer trust.