South Africa to enforce new labelling rules for plant-based meat alternatives

SOUTH AFRICA – South Africa’s Department of Agriculture, Land Reform and Rural Development (DALRRD) is implementing new rules that will change how plant-based meat alternatives are labelled and formulated.

The updated regulations, published under Government Gazette Notice R. 6436, target food items marketed as substitutes for animal meat.

One of the main changes is that any product using terms such as “meat alternative,” “meat substitute,” or “meat replacer” must contain at least 9% protein to be sold under those names.

This requirement is meant to ensure that consumers purchasing these items are not misled by labels and that the products provide nutritional value similar to that of meat.

The rule applies specifically to the primary label displayed on the front of the packaging, where most purchasing decisions are made.

In addition to the protein mandate, the department has laid out guidelines on how these items should be named to avoid confusion over their content.

Words such as “burger,” “sausage,” “nugget,” and “hot dog” can still be used, but they must be preceded by terms like “vegan,” “plant-based,” or “fungi-based” to make clear that the products are not made from animals.

However, terms that imitate animal meat descriptors such as “chicken-style,” “beef-style,” or playful spellings like “B*con” are no longer allowed under the Agricultural Product Standards Act of 1990.

These restrictions follow earlier attempts by the DALRRD to ban terms like “burger” and “sausage” in 2022, which were later withdrawn after protests from manufacturers and retailers.

The department revised its approach in October 2024 after holding discussions with companies in the plant-based food sector.

Fry Family Foods and LIVEKINDLY Collective Africa (LKCA), two major producers in the market, were part of those consultations and have since responded to the final version of the policy.

LKCA’s Head of Sales and Marketing, Clare Ewing, said the guidelines help producers know how to present their products and assist consumers in making informed decisions, according to a report by iOL South Africa.

Ewing also said the changes give plant-based items a chance to stand on their own as protein foods, instead of just trying to replace meat.

Meanwhile, Fry Family Foods said it supports the move, adding that the company would update its packaging gradually to meet the new criteria without affecting availability in stores.

The regulation is now in effect, and plant-based producers are expected to begin adjustments to their labelling and product formulation immediately.

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