Is anyone really misled by the term ‘veggie burger?’ Our research suggests consumers are savvy

The European Parliament recently backed changes to the rules around the labeling and marketing of plant-based meat alternatives. New definitions specify that words like “burger,” “sausage,” or “steak,” refer exclusively to animal protein. To get to the meat of the matter, this may mean that Europeans’ favorite soy-based patty can no longer be called a burger.

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