Its not the product of some Eurocrat mad mind, but there is much behind this. Actually the EU did not even invent it in first place. It harmonized the national regulations on this question, ie brought a relief as the producers only had to care about a single rule instead of dozen different ones.

Now that this EU regulations will be abolished again, it would be illusionary to think that our supermarkets will be full of funny food again. Moreover one has to fear that there will be created a sea of different norms by retail companies themselvles, or maybe by member states. Those fears are the reason why actually the farmer themselves lobbied in many countries against this step, in many of them successfully.

Often enough the world is not as simplistic as it may seem.