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22.08.2019 - Foods

"Pure", "natural", "100%" – What it says on the label must be inside.

Recently, the results of a study commissioned by Lebensmittelklarheit of the Federation of German Consumer Organizations (vzbv) regarding the use of indications like "100%", "pure", or "pur" on foods were published.

The assessment of purity-related claims is challenging as they evoke certain expectations among consumers, which can vary greatly based on individual perceptions.

Generally, consumers expect foods with such indications to have short ingredient lists and no heavily processed ingredients or additives. For yogurt labeled as "pure," ingredients like sugar or additional additives are not expected; "pure" is perceived here as a flavor indication.

According to the study, consumers interpret the indication "100% from fruits" as not containing additives like citric acid, pectin, or fruit sweetness. Furthermore, consumers associate the indication "100%" with the depicted and named fruits; for example, "mango" should not conceal an apple.

With the general prohibition on misleading practices and the ban on advertising with self-evident claims, food law provides a sufficient legal framework for reviewing the overall presentation of such products. Therefore, the Federation of German Consumer Organizations sees no need for legislative action concerning purity-related indications.

Our customer service representatives are happy to assist you with any questions.

Source: Lebensmittelverband Deutschland- https://www.lebensmittelverband.de; Federation of German Consumer Organizations- https://www.vzbv.de/