An association representing companies that produce plant-based food alternatives is suing Oklahoma over a new law establishing special labeling rules for meat substitutes.

The Plant-Based Foods Association recently joined vegan foods producer Upton's Naturals in suing Oklahoma over the law, which requires plant-based products to proclaim their meat-free status just as prominently as their product logo on food labels, according to The Oklahoman newspaper. The law was sought by associations representing the state's cattle and pork industries.

The lawsuit contends the law violates the First Amendment because the labeling requirements in question are typically reserved for harmful products.

"The plant-based meat category is on fire right now, with consumers demanding healthier and more sustainable options as alternatives to animal products," PBFA Executive Director Michele Simon said in a statement. "Oklahoma's law, along with similar laws in several other states, is the meat lobby's anti-competitive response to the increased consumer demand for plant-based options. Whatever happened to free market competition?"

PBFA successfully challenged a Mississippi law also established additional labeling requirements for plant-based meat substitutes. It is currently in court challenging similar laws in Arkansas and Missouri, the newspaper reported.

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