Enter Donovan Will from ProVeg, who joined HOT Business with Jeremy Maggs, powered by Standard Bank, to unpack the new rules. His take? It’s a step up from previous drafts (which almost outlawed words like “burger” entirely), but it still misses the point.

“There’s no evidence consumers are confused,” says Will. “In fact, most packaging already says plant-based, meat-free, vegan—you name it. These rules feel more like meat industry lobbying than actual consumer protection.”

And the consequences? Potential job losses, stalled investment, and even imported products being pulled from shelves—all because we’re afraid to call a bean patty a burger.

Meanwhile, countries like Denmark and the UK are embracing food innovation, while we risk alienating startups and global brands.

So, what should a plant-based nugget be called? A crunchy legume cube? A nugget-adjacent protein puck?

We’ll leave that up to you. But one thing’s for sure—South Africa’s food fight is heating up. And it’s not just about what’s on your plate. It’s about what kind of future you’re being served.