The Department of Agriculture, Land Reform and Rural Development (DALRRD) has updated labelling regulations for plant-based meat analogue products – a move welcomed by LIVEKINDLY Collective Africa (LKCA) and Fry Family Foods.
The regulations do not allow the use of meat names such as beef, chicken, pork in the products but allow the use of names such as burger, sausage, nugget, hot dog.
The name for a meat analogue needs to be preceded by a descriptive name such as “plant-based”, “fungi-based”, “mushroom-based”, “vegan”, “veggie” or “vegetarian” and/or a similar descriptive name or term that will assist or enable the consumer to determine the true nature and composition of the meat analogue, according to the regulations.
The updated regulations are the result of a collaborative and consultative process that unfolded over many months.
When the DALRRD first announced the banning of meat names in 2022, they included all names like burger, sausage for example. But due to industry push back the Department opened the door to feedback in October 2024.
Since DALRRD first opened the conversation in October 2024, LKCA said it has been actively engaged in providing input and recommendations.
“We’ve appreciated DALRRD’s openness to industry perspectives and their responsiveness — many of our proposals are now reflected in the final guidelines,” it said.
Fry’s said as South Africa’s leading plant-based brand for over 30 years, it has played a pivotal role in shaping the plant-based category.
“Our heritage, coupled with our responsibility to represent the voices of our customers, consumers and retailers, guided our approach to engaging with DALRRD. We advocated for clear, honest and consumer-centric naming conventions that enable informed choices, protect category integrity, and support innovation,” it said.
“The updated regulations provide much-needed clarity for both producers and consumers,” said Clare Ewing, the head of Sales and Marketing at LKCA. “But more than that, they present an opportunity to reframe how we think about plant-based food. Globally, there is a shift away from viewing plant-based products as merely imitations of meat. Instead, we are embracing them as a legitimate, standalone source of protein — just as we would chicken, beef or fish.”
International consumer research supports this shift. A 2023 report by The Good Food Institute found that 64% of flexitarian consumers believe plant-based proteins should be seen as a food category in their own right — not just as substitutes for meat. In addition, Innova Market Insights identified “Redefining Protein” as one of the top global food trends for 2024, highlighting a consumer desire for new protein formats that align with values around sustainability, health, and variety.
“We’re not trying to replicate meat — we’re offering a smart protein choice,” Ewing added. “It’s time we allow plant-based foods to stand on their own terms, and these updated regulations can help pave the way for that.”
Where necessary, Fry’s said it will implement a gradual process of renaming specific products to ensure alignment with the new regulations. This will be a phased approach and will not negatively impact product availability on shelf.
LKCA and Fry’s said they remain committed to working collaboratively with DALRRD and other regulatory bodies to ensure that the plant-based sector is governed by fair, transparent, and forward-looking standards.
“With consistent application and inclusive policy, we can support local economic growth, encourage innovation, and ensure South Africans have access to the full diversity of protein choices,” they said.
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