The terminology change could force a costly overhaul of certain brands' marketing and packaging in the state. For instance, Whole Foods' 365 brand touts Meatless Meatballs, etc. It could also hamper Memphis Meats, a San Francisco-based startup developing "lab-grown" tissues cultured from animal stem cells.
On Monday, a coalition of organizations including the American Civil Liberties Union of Missouri filed a complaint in a Missouri federal court challenging the law.

"Three nonprofit groups today jointly announced that they have resolved a consumer-protection action filed by the groups against General Mills on August 24, 2016, concerning General Mills’ labeling of its Nature Valley Granola Bars as “Made with 100% Natural Whole Grain Oats.”