If plant-based foods must be more honest, let’s do the same for meat – fancy some ‘cow muscle’? At a time when we face urgent challenges such as the climate crisis, encouraging more plant-based eating is widely recognised as part of the solution.

This is silly. People know what all the names for “cow muscle” mean, and each cut is different.

People deserve clear and unambiguous food labeling. Stop crashing out just because enormous food conglomerates like Conagra can’t sell you ultra-processed foods as the products they imitate. They are trying to undermine food labeling laws under the guise of climate consciousness.

Come up with different names that sound appetizing. You don’t need to call it a “mycelium cutlet” just because you’re not allowed to call it a steak. All of the most popular plant-based proteins have their own names. Tofu is tofu, not soy cheese. Seitan is seitan. Tempeh is tempeh.