A UK study found 39% of vegan-labeled products contained traces of egg or dairy, raising urgent questions about food labeling standards and consumer safety.
That package of plant-based cheese in your fridge might contain milk protein. The vegan wrap you grabbed for lunch could have traces of dairy. And legally, there's nothing stopping companies from selling these products with those exact labels.
According to the Chartered Trading Standards Institute (CTSI), neither the UK, EU, nor the United States has established a legal definition for the terms "vegan" or "plant-based" on food packaging. This regulatory gap means manufacturers can apply these labels even when products contain animal-derived ingredients or face significant cross-contamination risks.
The numbers reveal a troubling reality
An investigation by Hampshire and Kent Scientific Services published in July 2023 tested 61 products marketed as vegan in the UK. The results were striking: 24 products, or 39%, contained detectable traces of egg or dairy. Even more concerning, 90% of all samples tested were deemed "unsatisfactory" due to either allergen traces or labeling inaccuracies.
The tested products spanned common grocery items including chocolate truffles, pizza, burgers, muffins, and wraps. Both dairy alternatives and meat alternatives were represented in the sample.
The terminology trap consumers face
Part of the problem lies in misleading terminology that predates the current plant-based boom. The term "non-dairy," for instance, was created by the dairy industry itself and technically only means a product isn't a complete nutritive dairy product like milk. According to Go Dairy Free, products labeled "non-dairy" can legally contain casein and whey, both milk proteins.
This creates genuine confusion at the grocery store. Some plant-based cheese alternatives contain casein to help them melt better. Certain non-dairy creamers include milk protein. And products marketed as "lactose-free" are often still dairy products with just the milk sugar removed.
When labeling gaps turn deadly
The stakes extend far beyond dietary preferences. Celia Marsh, a 42-year-old mother of five from Wiltshire, England, died on December 27, 2017, after eating a wrap labeled as vegan from Pret a Manger. According to the coroner's report, the coconut yogurt dressing contained milk protein from cross-contamination during manufacturing, though the product was marketed as dairy-free.
In December 2025, Pret a Manger reached a settlement of approximately £1.25 million with Marsh's family. The company has since stopped applying "free-from" claims to freshly made items.
Consumer confusion is widespread
Research released by the UK's Food Standards Agency in March 2024 found that 62% of people who have allergic reactions to animal-based products believed foods labeled "vegan" would be safe for them to eat. More than half of allergy sufferers reported using vegan labeling as a proxy for allergen safety when shopping.
The agency launched a public awareness campaign emphasizing the critical distinction: "vegan" is a dietary choice label, not a food safety label. Only products specifically labeled "free-from" must follow strict processes to eliminate cross-contamination risks.
Regulators are starting to respond
In January 2025, the U.S. Food and Drug Administration issued draft guidance on labeling plant-based alternatives to animal-derived foods. The recommendations suggest manufacturers should include specific plant sources in product names and ensure labeling doesn't suggest animal ingredients are present.
The Plant Based Foods Association has pushed back on some provisions, calling requirements to list all primary plant ingredients in product names "unprecedented, unfair, and unnecessary."
Meanwhile, the CTSI continues advocating for legally defined thresholds for animal-derived ingredients in products claiming to be vegan, similar to existing requirements for gluten labeling.
What's next
Until regulatory frameworks catch up with market realities, the burden falls on consumers to protect themselves. Reading ingredient lists remains essential, as labels like "vegan," "plant-based," or "non-dairy" don't guarantee the absence of animal products.
For those with severe allergies, checking for precautionary allergen labels such as "may contain milk" provides an additional safety layer. When in doubt, contacting manufacturers directly about their cross-contamination protocols can offer clarity that packaging alone cannot provide.
The plant-based food market, valued at roughly $8 billion in U.S. retail sales according to industry data, continues to expand. Whether labeling standards will evolve to match consumer expectations and safety needs remains an open question that regulators on both sides of the Atlantic are only beginning to address.
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