The European Parliament’s recent decision to ban the use of names such as “burger” and “sausage” for plant-based products has sparked numerous reactions across Europe. The goal of this regulation is to protect consumers from possible confusion, but the question arises – is it really necessary or does it represent an additional obstacle to market development?
Our director and founder , Miljan Premović , was a guest on October 11, 2025. on RTS and spoke about the consequences of this decision for producers, consumers and local brands.
📌 Key messages from the visit:
- Consumers need clear information, but a ban is not the only solution – education and transparent labeling are a better way forward.
- The term “burger” evolved from “hamburger” and became global, precisely because it is flexible and understandable.
- Serbia is a country of authentic products (Sjenica lamb, Užice prosciutto, Požarevac sausage) – that is why it is important that the local legislative framework protects tradition, but also enables innovation.
🎥 Watch the full guest appearance here:
Conclusion:
Regulation should protect consumers, but must not slow down market development and communication. Language and marketing are changing along with consumer habits – and our role is to find a balance between transparency and innovation.