Planted.chicken and the path to the plant-based revolution
The Federal Court clearly strengthens general meat terms such as steak or fillet. However, it has become lost in its legal assessment of the fantasy designation “planted.chicken”.
The Swiss Federal Court overturned the ruling of the Zurich Administrative Court of 2022 on 2.5.2025.
The Federal Court ignored a representative study that had appeared clear to the Zurich Administrative Court. 93 percent of people recognised planted.chicken within seconds as plant-based. The Federal Court ruling denies meat lovers any competence and regards the 2021 packaging as deceptive. Planted firmly disagrees – their products are particularly appreciated by meat fans. Planted is, however, very satisfied that general terms such as steak, fillet – that is, terms that do not mention a species of animal – have been clearly strengthened.
"Our products have so far saved 3,493,696 chicken lives – we are very proud of that," says Judith Wemmer, co-founder of Planted and President of the Swiss Protein Association (SPA). “No chicken no cry. We at Planted are not lacking in creativity when it comes to mentioning animal species. Whatever is written on the packaging, that does not change the contents – they remain delicious. Planted will continue to find its way onto the plates of the Swiss population. For the animals, the planet, oneself and future generations, this is better.”
Planted remains convinced: the decision concerns words, not the positive impact. Taste, health, texture, transparency and climate benefits remain equally good. Consumers can continue to rely on plant-based proteins. “Demand remains, our mission remains, our commitment remains. We will simply become a little more creative – after all, we are now in 2025 and already have new packaging,” Wemmer continued.
"As a Swiss citizen, I am disappointed that such a ruling was made on political and emotional grounds. The correct technical terminology was also ignored. Especially in light of the federal government's new nutritional policy of April 2025, which calls for more plant-based diets, this decision is a contradiction. Instead of thinking about consumers who prefer simple and clear terminology, unnecessary bureaucracy is being built up, wasting resources. The shift towards more plant-based proteins is already in full swing and cannot be stopped even by this ruling.", Wemmer continued in the press release.
No chicken no cry. Keep eating. Keep laughing. Keep saving. We give thanks. And so do the chickens.
| You can help all animals and our planet with compassion. Choose empathy on your plate and in your glass. Go vegan. |
More on the subject of recreational hunting: The scientific evidence is presented in the overview Studies on the Effects of Recreational Hunting.
The position of IG Wild beim Wild: IG Wild beim Wild rejects recreational hunting. Our model is the canton of Geneva, which has managed without recreational hunting since 1974: without hunting seasons, without hunting dogs, without driven hunts, without high seats, without the animal cruelty and crime that go hand in hand with hunting season elsewhere. What has worked there for over fifty years disproves every position paper by JagdSchweiz. An association that bases its policy on claims it refutes in its own documents is not a professional organisation, but a factory for misinformation.
