Press Release 22nd September 2025

Plant-based ‘schnitzel’, “burgers” and ‘sausages’: BILLA advocates clear and everyday-friendly names for plant-based meat and sausage products

The European Parliament is currently discussing whether terms such as ‘schnitzel’, “burger” or ‘sausage’ should be banned for purely plant-based products in future. A vote on this issue will take place at the beginning of October. BILLA supports the appeal by the Association for Protein Diversity in Austria and is clearly opposed to the ban on labelling plant-based meat products, which would put customers at a significant disadvantage when shopping. In addition, the ban would impose a high level of bureaucracy and additional costs on manufacturers, as packaging would have to be completely redesigned and products would have to be offered with meaningless product names. Producers already label their products multiple times as purely plant-based, as customers specifically seek out these products.

A plate with two breaded cutlets, a serving of potato salad garnished with chives, fresh greens, a cherry tomato, and a lemon wedge.

BILLA advocates clear and everyday-friendly labelling for plant-based meat and sausage products. / Copyright: © Marian, Reproduction for PR purposes free of charge

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At a glance

Clear labelling for plant-based meat and sausage products is essential for guidance and information when shopping
Market for purely plant-based products continues to grow strongly in 2025: NielsenIQ reports a 12 per cent increase in sales of plant-based meat products in Austria in the first 32 calendar weeks compared to the same period last year
BILLA PFLANZILLA anniversary: Plant-based flagship project celebrates its third birthday with strong demand
Exclusive to BILLA and BILLA PLUS: Innovative plant-based ham variations from LEKKA available exclusively in more than 1,000 stores starting this week

According to the latest figures from NielsenIQ, sales of plant-based meat products in Austrian food retail rose by more than 12 per cent in the first 32 weeks of this year compared to the same period last year. They have long been an important part of the diet of many Austrians. Product names such as “plant-based burger” or “vegan bratwurst” are crucial, as they not only provide guidance on the taste and preparation of the product, but also make the purchase decision much easier. Names such as “breaded slice” would have to be used in future if product names such as “plant-based schnitzel” were to be banned. That would cause maximum confusion on supermarket shelves," emphasises Verena Wiederkehr, BILLA Head of Plant-Based Business Development.

Additional opportunities for domestic agriculture

BILLA places particular emphasis on products of Austrian origin, such as Vegavita's plant-based schnitzel made from 100% Austrian soy. "The goal must be to specifically promote the cultivation of legumes in domestic agriculture. Currently, the majority goes into animal feed production, and apart from soy cultivation, few legumes are grown in Austria. By using legumes in purely plant-based meat and sausage products, farmers can participate in the growing demand and at the same time benefit from the valuable nitrogen that the plants provide for the soil," says Wiederkehr.

PFLANZILLA celebrates its 3rd anniversary

Since the opening of BILLA PFLANZILLA 2022 on Vienna's Mariahilfer Straße, it has been the central destination for plant-based enjoyment in Vienna. Europe's first purely plant-based store in the traditional food retail sector celebrates its third birthday this September. Covering more than 200 m2, customers are offered more than 3,000 purely plant-based products and a constant stream of innovations.

New LEKKA ham varieties exclusively at BILLA and BILLA PLUS

Starting this week, customers can look forward to a special plant-based addition to BILLA and BILLA PLUS stores: LEKKA ham, including cooked ham, herb ham and country ham from the start-up Project Eaden, is available exclusively in over 1,000 BILLA and BILLA PLUS stores. The plant-based ham varieties (€1.99 for a 70-gram pack) are characterised by their particularly high protein content and are free from nitrates, cholesterol, antibiotics and animal hormones. Project Eaden produces ham from plant-based protein fibres. The ham has an exceptionally realistic texture and offers a typical ham-like taste experience. The proteins used come from wheat, peas and field beans. "If the labelling ban currently under discussion comes into force, this purely plant-based ham from LEKKA would no longer be allowed to be called “ham” in future, but would have to use descriptions such as “slice”. This example alone illustrates that the labelling ban currently under discussion would cause maximum confusion," says Wiederkehr.

‘As a pioneer in the purely plant-based market, we are driving forward innovations such as LEKKA, which offer our customers real added value and at the same time impress with their sustainability,’ says Wiederkehr.