labelling – the challenges facing the uk food and drink industry · 2006-02-21 · flora a mclean...
TRANSCRIPT
Labelling – the challenges facing the UK food and
drink industry
Flora A McLeanDirector
Scottish Food and Drink Federation
Current Legislation
Labelling Directive 79/112/EC (November 1979)
Directive 2000/13
Functional labelling:
“…all the essential information as regards the composition of the product, the manufacturer, methods of storage and preparation, etc.”
“Functional” View of LabellingWhat is the product? What does it contain?How much is there?How should I store it and for how long should I keep it? How should I prepare it?
ChallengeLot MarkingNutrition LabellingSweetenersPackaging gasesFoodstuffs for particular nutritional uses (4 Directives)Novel Foods (2 Regulations)GM labellingAdditives and flavourings (7 Directives - some for the additive manufacturers)Weights and Measures ( 6 Directives)Organic production
Review of EU LegislationReviewing general food labellingOutcome of an evaluation of labelling concluded in 2004Initial stakeholder consultation is expected soonRegulatory proposals late in 2006Modernisation and simplification of the current legislation
Challenge
Provide clear labels Complete and precise information?
Further on-label information
Nature and origin
Full names of "E number" additives
Animal welfare indications
Pesticide use
Descriptions of processes
Challenge
InformationEver more, but more sophisticatedBasics still easy to find and to read on the label?
The ChallengesDeliver all the essential information as regards the composition of the product, the manufacturer, methods of storage and domestic preparation
Provide this via clear labels and yet give complete and precise information
Satisfy not only calls for ever more, but more sophisticated, information, again, while keeping basic information easy to find and to read on the label: all while complying with guidance
FDF’s Starting PositionPhysical limits for on-label information
Essential and important to the majority of consumers
Other means of communicating must be considered
Consumer’s own responsibility
Signposting = Traffic lightsNarrow ‘picture’ of that foodDoes not help educate consumersMisleading to the consumer
Signposting
A red traffic-light means
‘STOP’
Signposting
“…..the proliferation of national voluntary labelling schemes and marks may hinder the development of the internal market, if a national mark becomes essential in practice to access a market”.
Source: Markus Kyprianou
Legal Requirements
On-label information must be: clearly visiblelegible and not misleading
In addition
Presented in a simple and understandable way
Meaningful to consumers
Not confusing
Not an increase:
A Reduction!
Better Regulation Task Force
“The current DG Sanco review should propose that no further mandatory label requirements should be issued, unless it is clear how extra space on the label is to be created.”
Source: Better Regulation Task Force Report December 2004
Challenge
The branding challenge:Product differentiationMore space to statutory information
Communication is Key
Customer Care Lines
Product availability
Recipe recommendations
Specialist product ranges
Customer Care Lines
Allergy and intolerance
Nutrition information for special diets
Cooking and storage options
Shelf life beyond “best before”
Aims of foodfitness• Launched in 1996• Presents food manufacturers’ active role in helping
tackle obesity and promote health • Promotes healthy eating and increased moderate
physical activity• Inform consumers and opinion formers of healthy
lifestyle messages • Build partnerships to extend the programme
FOODFITNESS• Aim for 5 fruit and veg a day
• Base meals on starchy foods
• Check out more lower fat choices
• Be active in your daily life
• Take pleasure in active leisure
A Guide to Nutrition Labelling
Going Forward
“…..Consider the needs of all stakeholders carefully and to understand the opportunities and challenges from new technologies and consumption patterns”.
Source: Markus Kyprianou
Full nutritional information as defined in current EU legislation even where this is not legally necessary Salt equivalence as well as the legally required sodium information Guideline Daily Amounts (GDAs) to provide a simple "ready reckoner"