Nutrition Labelling: Putting the Consumer First

The EC Nutrition Labelling Rules Directive has lost sight of the primary consumer need, which is to provide information in a way that the consumer can understand and act on. Recent research shows that the official format is confusing, and can be positively misleading. As a minimum improvement, some form of “verbal banding” is required to help consumers choose between foods on the basis of their contribution to a healthy diet. Suggests, however, that the EC Labelling Rules really are too complicated, and should be replaced with a simple system giving calories and fat per serving, supported by an education programme which informs consumers what their minimum fat intake should be, related to their target energy intake.