New ISO standard brings clarity to labeling of plant-based foods

SWITZERLAND – The International Organization for Standardization (ISO) has released Plant-based foods and food ingredients – Definitions and technical criteria for labelling and claims, the first global benchmark designed to guide voluntary corporate labeling policies.

The new rules limit the use of the plant-based claim to products that entirely exclude animal ingredients, which could create challenges for hybrid or blended products targeting consumers who are not yet ready to make a complete switch.

Foods with limited or conditional use of animal ingredients cannot be labelled “plant-based” unless accompanied by a qualifier, such as “plant-based vegetarian.”

Under these new guidelines, they can also be referred to as something else, such as “plant-strong.”

However, the use of animal-derived ingredients must also be clearly highlighted on the label to prevent consumers from being misled.

The standard arrives at a pivotal moment for the plant-based sector, which has experienced rapid growth in recent years as more consumers adopt vegetarian, vegan, or flexitarian diets. 

Until now, there have been no universally accepted definitions or requirements for the “plant-based” claim, allowing products containing animal-derived ingredients to be marketed as plant-based. This inconsistency has undermined consumer trust and created confusion across markets.

The new ISO standard aims to address this gap by offering clear guidance for manufacturers and retailers. 

Martine van Haperen, foodservice and food industry expert at ProVeg International, told Food Ingredients First that the move will have a “profound impact,” boosting trust in the claim and strengthening the credibility of plant-based foods. 

“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,” Van Haperen said.

Though adherence to ISO standards is voluntary, industry observers believe the benchmark could quickly shape labeling practices. 

Van Haperen noted that large retailers and supply chain leaders often drive compliance by requiring suppliers to meet such standards, which can, in turn, establish them as widely accepted practices.

Companies that operate internationally stand to benefit from a single, recognized reference point, rather than navigating multiple private certification schemes.

Van Haperen explained that while flexitarians remain a key audience, brands marketing blended products may need to adopt alternative claims.

The implications extend beyond corporate policies. Governments frequently use ISO standards as a foundation for future legislation, and this new framework could shape how regulators define and oversee plant-based labeling in the years ahead. 

At present, very few jurisdictions have laws specifically regulating the use of the term “plant-based.” 

With consumer demand accelerating and sustainability concerns high on the policy agenda, governments may increasingly look to ISO’s work as they develop legal frameworks.

For the global food industry, the standard marks a significant milestone in reducing confusion, strengthening transparency, and supporting continued innovation in the rapidly expanding plant-based sector.

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