South Africa’s Department of Agriculture, Land Reform and Rural Development (DALRRD) has published new regulations regarding the labelling and composition of plant-based meat analogue products. The regulations, issued under Government Gazette Notice R. 6436 on 18 July 2025, introduce specific requirements for products marketed as meat alternatives, plant-based proteins, and similar descriptors.
Protein content now a must-have
A key component of the updated guidelines is the establishment of a minimum protein content for products using meat-related terminology. Under the new rules, any product labeled as a “meat replacer,” “meat alternative,” “meat substitute,” or similar terms must contain at least 9% protein. This stipulation applies specifically to claims made on the primary packaging display, ensuring that products marketed as meat substitutes meet consumer expectations for nutritional content.
In addition to the protein requirement, the regulations provide clarity on acceptable product naming conventions. Terms such as “burger,” “sausage,” “nugget,” and “hot dog” are permitted, provided they are clearly preceded by descriptors like “plant-based,” “vegan,” or “fungi-based.” These terms help consumers understand the true nature of the product. However, the use of animal-specific references or terms that imply animal products is strictly prohibited. For example, terms like “chicken-style,” “beef-style,” and “B*con” are banned under the Agricultural Product Standards Act of 1990.
The revised regulations reflect months of consultations with industry stakeholders. The DALRRD initially proposed banning names like “burger” and “sausage” in 2022, but after industry feedback, the department revisited the guidelines in October 2024. Organizations such as LIVEKINDLY Collective Africa (LKCA) and Fry Family Foods, which are key players in the South African plant-based market, were actively involved in shaping the final version of the regulations.
Reframing plant-based products
Clare Ewing, Head of Sales and Marketing at LKCA, expressed support for the updated rules, stating, “The updated regulations provide much-needed clarity for both producers and consumers. But more than that, they present an opportunity to reframe how we think about plant-based food,” as reported by iOL South Africa. Ewing noted that global trends are moving away from viewing plant-based products solely as meat substitutes, positioning them instead as standalone protein sources.
Fry Family Foods also welcomed the updated regulations. “We advocated for clear, honest and consumer-centric naming conventions that enable informed choices, protect category integrity, and support innovation,” Fry’s stated. The company plans to gradually update its product labels to comply with the new regulations, ensuring there is no disruption to product availability on shelves.
