No chicken, no cry: If it says Planted, it is Planted

Zurich, May 2, 2025 – Switzerland’s Federal Supreme Court upholds the general use of meat-related terms like “steak” and “fillet” for plant-based products, but stumbles over the legal interpretation of the imaginative label “planted.chicken”.  

Switzerland’s Federal Supreme Court today overturned the 2022 ruling of the Zurich Administrative Court. The decision disregarded a representative study that Zurich’s court had found compelling: 93% of respondents identified planted.chicken as plant-based within seconds. Yet, the Supreme Court ruling dismisses the judgment of meat lovers and deems Planted’s 2021 packaging misleading. Planted strongly disagrees – their products are especially beloved by meat lovers. However, Planted welcomes the court’s clear affirmation that generic terms like steak and fillet – terms not tied to a specific animal – may continue to be used for plant-based alternatives. 

“Our products have already saved 3,493,696 chicken lives – something we’re incredibly proud of,” says Judith Wemmer, co-founder of Planted and President of the Swiss Protein Association (SPA). “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.” 

Planted remains confident: this decision affects words, not impact. The taste, health benefits, texture, transparency, and climate advantages of its products remain unchanged. Consumers can continue to count on plant-based proteins. “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 adds. 

“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. Especially in light of the Federal Council’s new nutrition policy from April 2025, which advocates for more plant-based diets, this ruling is contradictory. Rather than helping consumers with simple, clear terminology, unnecessary bureaucracy is being created – wasting valuable resources. The shift to plant-based proteins is well underway, and this ruling won’t stop it,” Wemmer concludes. 

No chicken, no cry. Keep eating. Keep smiling. Keep saving lives. We thank you – and so do the chickens.