Food claims leave consumers confused, says watchdog

A study by the Which? consumer group found 33 per cent of consumers thought the phrase “real fruit” meant fruit was the main ingredient of a product, while 43 per cent believed that products labelled “juice drink” must contain at least a quarter fruit juice.

The terms “fruit juice” and “fruit juice from concentrate” are subject to European legislation, but the phrase “juice drink” is not.

The watchdog found that Rubicon Sparkling Passion was legally entitled to include the words “real fruit juice drink” on its label, despite having just five per cent juice concentrate and more sugar than concentrate.

Which? said the label on a bottle of This Water described “healthy sounding natural spring water and fresh fruits”, but failed to highlight the sugar content of up to 22g per serving, or between 69g and 89g in each one-litre container.

The watchdog also looked at Heinz Farmers’ Market products, saying: “While the image of these mass-produced soups flies in the face of what we understand by farmers’ markets – local produce, typically produced within a 30-mile radius and sold directly by the farmer – legally, there’s nothing to stop Heinz using the term.”

Which? also raised the “confusing” difference between the terms “flavour” and “flavoured”, pointing out that Yop Strawberry Flavour Drinking Yoghurt does not contain strawberries.

The Department for Environment, Food and Rural Affairs (Defra) considers “flavour” to relate to artificial flavouring and “flavoured” to mean natural ingredients.

European food law says “the labelling and presentation of food should not mislead consumers”, while the Food Standards Agency (FSA) publishes guidance on the use of particular words and phrases commonly used to describe food but is not legally binding.

However, terms including “organic” and “free range” are strictly governed to guarantee factors such as welfare standards and the use of pesticides and fertilisers.

Dr Jeff Brunstrom, a reader in behavioural nutrition at the University of Bristol, said: “While phrases and labelling affect consumer behaviour and purchases, it may also impact on how people consume. Recent studies indicate that people may feel less full and therefore eat more of a product if it’s described as ‘light’.”

Which? chief executive Peter Vicary-Smith said: “It’s essential that Defra remains consumer-focused now that labelling issues fall under its remit, ensuring that the words used on food labels are clear so that consumers know what they’re getting.”