The government intends to strengthen existing voluntary food labelling arrangements with a reform into the development of an Industry Code of Practice for plant-based food labelling. The code is designed to go beyond current guidance by providing clearer expectations for how plant-based and alternative protein products should be labelled to support consumer choice and transparency. 

The reform aims to ensure that consumers should be able to clearly identify their protein source, emphasising the importance of clear and informative food labelling. The key objectives to include in the reform include discouraging animal imagery on packaging that may confuse consumers, limiting the use of meat-specific terminology without clear qualifiers, and improving the prominence of plant-based protein labelling terminology (“legume protein”). 

Food Standards Australia New Zealand (FSANZ) has undertaken consumer and market research examining how Australian shoppers interpret plant-based labelling. The research did find that most consumers can accurately identify plant-based products and understand their composition, and are confident about how these products are intended to be used.  

Despite the results, the meat and livestock sectors want a compulsory regulatory framework. The industry voices that voluntary codes lack enforcement power, and stronger, mandated rules are needed to prevent misleading practices and protect consumers and primary producers.  

For businesses developing or marketing plant-based foods, navigating labelling requirements can be complex, particularly around ingredient declarations and product naming.

Our team offers specialist support in helping ensure labels align with regulations while remaining clear, accurate and consumer-friendly. From label reviews to claims and terminology assessments, we partner with you to reduce regulatory risk and support confident market entry.