A Consumer-Informed Labelling Format for Alternative Protein Products

This report presents recommendations developed within the EU-funded LIKE-A-PRO project to improve labelling approaches for alternative protein products. Drawing on evidence from LIKE-A-PRO Living Labs, behavioural intervention pilots, and stakeholder insights, it explores how labelling can better support consumers in understanding, comparing, and trusting alternative proteins. The report highlights the importance of providing clear, credible, and accessible information while avoiding unnecessary complexity or information overload. Key recommendations include using a layered information approach, making the protein source visible, supporting meaningful comparison, addressing concerns around nutrition, processing, allergens, and sustainability claims, and testing solutions in real decision contexts. The report highlights that effective labelling can reduce uncertainty, strengthen consumer confidence, and support more informed choices as alternative proteins become increasingly available in everyday food environments.