EU ruling may end term 'no artificial flavours'

The term 'no artificial flavours' could fall into legal limbo following changes to EU legislation. Under the food improvement agents package being examined by the European Parliament, the categories of 'artificial' flavours and 'nature identical (NI)' flavours (synthetic but chemically identical to natural counterparts) have been scrapped.

Instead, flavours are divided into two groups: 'flavourings' and 'natural flavourings'. This means that technically the term, 'no artificial flavours', could become defunct in law, said Jack Knights, a past president of the British Society of Flavourists.

This would be very frustrating for manufacturers told to use natural flavours by retailers but unable to make any marketing capital out of it, he said.

However, only a brave trading standards officer would take action against manufacturers, predicted Leatherhead Food International.

But consultant Darren Staniforth said many firms would have to remove the term 'no artificial flavours' in any case because they were using NI flavours - which were no longer classed as natural flavourings under the proposed Regulation.