Swiss Supreme Court rules on 'planted.chicken' labeling while upholding use of generic meat terms

Switzerland’s Federal Supreme Court has upheld the general use of meat-related terms such as 'steak' and 'fillet' for plant-based products, but ruled against the specific label 'planted.chicken', stating that it could mislead consumers. The decision overturns a 2022 Zurich Administrative Court ruling that had favored Planted, the Swiss alternative protein company at the center of the case.

Despite a representative consumer study showing that 93% of respondents recognized 'planted.chicken' as a plant-based product, the Supreme Court determined that the 2021 packaging was potentially deceptive. The ruling has been met with disappointment from Planted, which continues to defend the clarity and transparency of its product labeling.

“Our products have already saved 3,493,696 chicken lives – something we’re incredibly proud of,” commented Judith Wemmer, Co-founder of Planted & President of the Swiss Protein Association. “No chicken, no cry. We at Planted never lack creativity when it comes to naming animal-free products. No matter what’s written on the packaging, the content remains the same – delicious. Planted will continue to be served on Swiss plates. It’s better for the animals, the planet, for ourselves, and for future generations.”

While critical of the court’s rejection of the planted.chicken label, Planted welcomed the broader confirmation that generic terms not tied to a specific animal – such as 'steak' and 'fillet' – can legally remain in use for plant-based alternatives. This ruling provides continued flexibility for brands to describe their products in consumer-friendly ways.

Wemmer also expressed concern that the decision disregards Switzerland’s shifting policy landscape, particularly in light of the Federal Council’s new nutrition policy from April 2025, which promotes increased adoption of plant-based diets. “As a Swiss citizen, I’m disappointed that a decision of this magnitude seems driven by politics and emotion. The court also ignored the correct legal product designation,” she said. “Rather than helping consumers with simple, clear terminology, unnecessary bureaucracy is being created – wasting valuable resources.”

Despite the legal setback, Planted emphasized that the ruling affects language, not substance. The company’s products remain unchanged in their nutritional value, sustainability credentials, and appeal. “Demand remains. Our mission remains. Our commitment remains. We’ll just have to get even more creative – after all, it’s 2025, and we already have new packaging,” Wemmer said.

With strong consumer support, updated packaging, and a continued focus on innovation, Planted is moving forward. “No chicken, no cry. Keep eating. Keep smiling. Keep saving lives. We thank you – and so do the chickens.”