Celebrating 30 Years of V-Label and 50 Years of the Iconic “V” Symbol

Winterthur, Switzerland – 2026 – V-Label, the globally recognized trademark for vegan and vegetarian products, is celebrating its 30th anniversary this year. What began in Switzerland in 1996 with a single supermarket line has grown into an international certification used on more than 70,000 products from 4,800 companies across all continents.

The V-Label was first introduced when Swiss retailer Migros launched its vegetarian Cornatur line within its meat department, making a clear vegetarian declaration necessary to distinguish between the products. At a time when plant-based foods were mostly limited to specialty stores, the simple “V” symbol gave shoppers a clear and trustworthy way to identify vegetarian and vegan products.

Since then, the certification has expanded worldwide. Austria joined in 1999, gastronomy licenses were introduced in 2001, and partner organizations steadily spread across Europe and beyond. In the last decade, V-Label has entered the United States, Latin America, Africa, and Asia. With the addition of Australia in 2025, it is now present on every continent.

“For 30 years, we have been labeling vegetarian and vegan products for more transparency and for more animal-friendly, sustainable consumption,” said Renato Pichler, founder of V-Label GmbH. “During this time, the V-Label has not only shaped the increasing range of such products on the market, but has also strengthened the entire Non-Profit Organizations movement in this area and promoted exchange as a joint project of dozens of organizations worldwide.”

The symbol itself has deep roots. First designed in Italy in 1976 by the Italian Vegetarian Association, it became a unifying mark of the vegetarian and vegan movement across Europe. In 2019, cooperation between V-Label GmbH and V-Label Italia expanded the network globally.

“V-Label Italia is honored to celebrate 50 years since the creation of the symbol and 30 years of vegetarian and vegan certification,” said Sophia Somaschi of V-Label Italia. “We have inherited an important legacy from the Italian Vegetarian Association and other institutions that have shaped the history, culture, and movement of vegetarianism and veganism worldwide. This drives us to operate with respect and the utmost diligence to ensure that the values this brand represents remain unchanged.”

Now on cosmetics, fashion, and more, the V-Label helps consumers make conscious choices and easily find plant-based options beyond food. 

About V-Label
V-Label is an internationally recognized, registered trademark for labeling vegan and vegetarian products and services, established in Switzerland in 1996. With more than 70,000 certified products from 4,800 licensees across 50+ countries, V-Label provides transparency and trust for consumers and supports companies in reaching global markets.