Impossible, Beyond, Everything Legendary. These are just a few of the names adorning plant-based meat substitutes these days. With monikers like this, consumers might be right to expect.
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State-level attempts to regulate plant-based meat alternatives’ labeling has followed a familiar pattern. States pass a law restricting what plant-based companies may (or may not) say in their labeling and marketing. Then, federal courts enjoin their enforcement.
However, a recent decision from an Oklahoma federal court bucked that trend, holding that the plant-based claims at issue were potentially deceptive. Whether the court’s decision represents a one-off blip in the battles over plant-based labeling remains to be seen. Regardless, the decision will become an important citation for proponents and opponents alike.