“No nasty stuff” and “No funny business” — is this the future language for ingredients on our food labels?
According to Laurent Michoud, of National Starch Food Innovation Europe, it is!
Speaking at this week’s 41st Annual Australian Institute of Food Science and Technology (AIFST) Convention in Sydney, Michoud outlined the current market trends in the European food industry focusing on the move towards use of straight-forward terms in labelling, ‘clean labels’ and wholesome ingredients.
To help food makers appeal to the health conscious consumer, a clean label uses simple language to list ingredients, promoting the goodness of a product.
Instead of listing the chemical name of the ingredient, some UK food manufacturers are now using the more generic term with some going as far as to simplify their whole ingredient list, removing additives and using statements such as, “no hidden nasties.”
“For consumers, natural-sounding and ‘everyday’ ingredients are much more appealing than scientific sounding ones,” Michoud says.
“From a recent survey conducted we discovered that many consumers were fearful of the ingredient carageenan, yet, when explained as a seaweed extract, perceptions instantly changed to something that was potentially healthy and good for you,” he adds.
No longer just a trend, health and wellness is now paramount in people’s lifestyle and in both Europe and Australia there is increasing consumer concern regarding the use of additives in convenient food products.
This in turn has accelerated food manufacturers to look for alternatives in both their product development and labelling.
Consumers want simplicity, transparency, honesty and realness, and manufacturers that express their products in this way are expected to gain more brand loyalty and credibility in their marketplace.
Information about the AIFST The Australian Institute of Food Science and Technology (AIFST) was established in 1967 to represent individuals involved in the Australian food and allied industries.
Committed to building professional standing in the sector, AIFST has developed a strong reputation for facilitating networking, communication and education in the food industry.
AIFST Convention The 41st annual AIFST Convention was held at the Sydney Exhibition and Convention Centre, Darling Harbour from 21 — 24 July 2008.
The Convention holds under the microscope aspects of the food industry including regulatory issues, business development and the future of food.
Conveniently, the foodpro expo is being held adjacent during the same period.
For further information about the AIFST and the AIFST Convention, visit www.aifst.com.au.
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