Walk down the supermarket aisle today and you’ll notice something curious: the plant-based section isn’t just full of food. It’s full of words. Some make you smile, some spark arguments, and some make you stop in your tracks. Together, they tell a story about how language—and our traditions around food—are changing right alongside what we eat.
Vad ska man egentligen kalla en köttfri köttbulle?
The drama around naming plant-based food goes way back. In 1965, an American company launched **Bac-O’s**, bacon-like bits that weren’t made from pigs. Since then, many vegetarian alternatives have borrowed their names from meat-based originals.
In Sweden, one of the earliest popular examples was fejkon—crispy plant-based “bacon” strips. The name stuck so well that it quickly became a household word, much like *keso* or even *googla.* Then came **fuskpinnar**, Astrid & Aporna’s witty version of fish sticks. Both proved how clever wordplay could help new products feel playful, familiar, yet distinct.
But some names stirred controversy. The term *köttfria köttbullar*—meat-free meatballs—triggered arguments about whether something could still be called a meatball without the meat. Alternatives like *vegobullar*, *sojabullar* and the pun-filled *göttbullar* tried to strike a balance between tradition and innovation.
När matprat blir humor, etik och marknadsföring
Once basic recognition is covered, naming moves into humor, ethics, and branding. Examples include:
- Nothing Fishy (vegan fish fillets)
- lyckling (a playful twist on chicken)
- nice cream (fruit-based “ice cream”)
These names don’t just describe the product—they sell a mood, a conscience, or a lifestyle. One striking example is **julsk*nka (fast utan rumpa)**, which humorously points at the reality behind the traditional dish. Even giants like Oatly and Arla joined the naming battle with playful “milk wars,” turning language itself into a marketing weapon.
Knepen bakom vegobranschens namnlek
Patterns emerge in how plant-based products present themselves:
- Direct imitation with a twist: fejkon, chörizo, caviart
- Spelling play: sk*nka, turk’y, mylk
- Humor & irony: fuskpinnar, sojaslang, future sausage
- Friendly descriptors: havregrädde, linsburgare, pulled vego
- Ethical cues: Nothing Fishy, rebel chicken king
No matter the style, the underlying message often echoes: “I’m like meat—but not meat.” The meat norm still defines the conversation.
Vego, vegan eller växtbaserad – tre små ord, tre stora skillnader
The word vegan dates back to 1944 when coined by the Vegan Society. In Sweden, it gained momentum only in the 1990s, but long carried associations of ideology and activism. To avoid that, companies increasingly lean on softer expressions like vego, växtbaserad, and plant-based, which sound friendlier and more inviting. As Tina Hogevik from *Djurens Rätt* notes: *“Vego is easy, cozy, welcoming.”*
Ett språk som hela tiden förändras
What appears at first as a simple pun—like *fejkon*—actually embodies cultural history, marketing innovation, and ethical debate. Every name reflects the tug between tradition and change. As plant-based eating becomes mainstream, the language around it will keep evolving. Some terms will vanish, others will stick—and a few may eventually earn a permanent place in food dictionaries.
Ultimately, we’re not only negotiating what’s on our plates but also the words that shape how we perceive food, animals, and ourselves.
👉 So here’s the challenge: if you had to invent the perfect name, would you go for humor, clarity, or emotion?
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