Smoky bacon crisps could be relabelled under EU meat-name rules tied to UK food deal

The UK government is negotiating a food standards deal with the European Union that is intended to cut costs for British companies trading with Europe. The proposed agreement would require Britain to adopt EU food rules across a wide range of areas. It has been described as Burnham's Brexit reset deal.

The deal's most visible effect so far concerns crisps. Environment Secretary Angela Eagle was asked by a radio presenter about the potential impact of new EU rules on snacks such as smoky bacon crisps, and told them to "get a life".

Under rules adopted in summer 2026, the EU plans to restrict the use of 31 terms, including bacon, drumstick and steak, to products that contain meat. The restrictions also cover terms such as pork, chicken and beef. The EU says the aim is to prevent consumer confusion from plant-based alternatives that use the same names.

Crisps named smoky bacon and roast chicken could have to be relabelled for sale in British shops under the new rules, according to reporting from the BBC, though how the rules would apply in practice remains unclear. The European snack industry is seeking clarity on how the rules would apply to meat-flavoured crisps, including those flavoured without any meat extracts. Separately, the EU decided in 2024 to phase out a number of artificial smoke flavourings.

The UK government expects the new EU meat-naming regulations to be within the scope of its proposed food standards deal. The rules allow the European Commission to create exemptions for meaty names with established long-term use to describe other foods. A group of conservative German MEPs (Members of the European Parliament) is seeking a specific exemption for meat names in snacks and sauces, through separate legislation in the Parliament.

The Food and Drink Federation, which represents British crispmakers including Walkers and KP Snacks, supports the government's bid for a food deal because of its potential to reduce trade barriers with Europe.

The new meat-naming rules will not come into force until after August 2029. Separately, the UK government says it intends the UK-EU sanitary and phytosanitary (SPS) agreement, which covers the movement of plants, animals, food and related products, to take effect in mid-2027. It has said it wants every business in the agri-food sector to start preparing now. The food standards deal is intended to prevent border checks on agricultural produce such as meat and dairy, and it eases Northern Ireland trade rules.