A new voluntary code will cover how alternative protein brands market and label their plant-based meat and dairy alternatives. ‘Meaty’ marketing off the menu for alternative protein brandsAlternative protein brands like v2food and Sanitarium will face a new industry code limiting animal imagery and the use of ‘meaty’ descriptions, despite research showing Australian consumers can confidently tell between real meat and plant-based products. Those concerns propelled a Senate committee enquiry, which in 2022 recommended the federal government establish a mandatory framework around alternative protein labelling. It found Australian consumers are largely capable of understanding the range of alternative protein products currently available on supermarket shelves. Alternative protein brands will be encouraged to make plant-based labelling more prominent.