There’s no meat, eggs or dairy — but don’t call them vegan
NEW YORK — It’s not vegan, it’s “plant-based.” So will carnivores bite?
As companies try to cater to Americans’ interest in lighter eating, the term “plant-based” is replacing “vegan” and “vegetarian” on some foods. The worry is that the v-words might have unappetizing or polarizing associations.
Impossible Foods, which makes a meatless patty that’s supposed to taste like meat, even warns restaurants not to use those words when describing its burger on menus.
“For many people, their notion of a vegan is someone who’s wagging a finger at them if they eat any animal products. I’m vegan. But for a lot of people that term — it’s almost like a cult,” said Pat Brown, CEO of Impossible Foods, whose burger is served in about 3,000 locations including White Castle.
The trendier sounding “plant-based” may appeal to a broader market, since “vegan” or “vegetarian” could alienate those who don’t adhere strictly to those diets. “Plant-based” may also distance products from a perception of vegan and vegetarian food as bland.
Since “vegan” is used to convey what’s not in a product, it can be associated with deprivation, said Michele Simon, executive director of the Plant Based Food Association, an industry group founded in 2016. “Plantbased,” she said, has a more positive connotation because it explains what is in a food.
“I think there’s room in the market for both terms,” said Simon, who notes that some companies still proudly use “vegan.”
The terms vegan, vegetarian and plant-based are not specifically regulated. But vegetarian typically means meatless, while vegan means no animal ingredients at all, including milk or eggs.