Mississippi’s ban will have a devastating effect on companies like Upton’s Naturals, an independently owned, Chicago-based manufacturer of vegan foods. Upton’s Naturals markets its foods to consumers who are specifically looking for alternatives to meat. Not surprisingly, then, Upton’s Naturals’ labels proudly state that its foods are 100% vegan, while also using terms that let consumers know what these foods substitute for, such as “burger,” “bacon,” and “chorizo.” But under Mississippi’s new law, which went into effect on July 1, 2019, these and other similar labels are now illegal, with potential fines and even criminal penalties for violations.
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