The shop, which was opened last week in Brixton by sisters Rachel and Charlotte Stevens, sells a range of artisan vegan cheeses, breads, crackers, and chutneys.
But the dairy industry is unhappy that it uses the word 'cheese' to describe its products. Under EU law, dairy-related names including 'milk', 'cheese', and 'butter' can only be used to refer to products derived from dairy - with a few exceptions.
"Dairy UK has a duty to ensure the nutritional and health benefits of real dairy are recognized by and communicated to consumers," a spokesperson for Dairy UK said. "It concerns us that consumers are being misled with the use of dairy terms like cheese by the plant-based sector.
"It is fundamental to protect the consumer from product descriptions which are misleading. In the first instance, we will be contacting La Fauxmagerie to make them aware of the current EU ruling on the protection of dairy terms.
"Like milk, cheese has a host of nutritional benefits and is a source of a number of important nutrients including calcium, protein, vitamin A, phosphorus and vitamin B12."
Despite Dairy UK's claims that shoppers are confused by terms like 'vegan cheese', a 2018 US survey showed that consumers do, on the whole, understand the difference between plant-based and dairy products.
According to the research by the International Food Information Council (IFFC), fewer than 10 percent of US consumers believe that plant-based milks contain any dairy products.
The study shows that a further 75 percent know the vegan products do not contain cow's milk, and the remaining respondents are not sure. The IFCC says these results show 'a low level of consumer confusion over nomenclature and basic differences between the two'.
Plant Based News has contacted La Fauxmagerie for comment.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.