The aim of the step-by-step guide is to help manufacturers comply with this complex area of legislation and to offer a consistent approach to making comparative nutrition claims.
These claims can communicate to consumers when a nutritional profile has been significantly improved as a result of reformulation.
It can also serve to communicate a product’s nutritional position relative to the average profile of products available on the market.
The guide covers areas such as increased or reduced nutrients, reduced calories or use of the term ‘light’, when compared to products already available on the market.
It also clarifies comparative nutrition claims that are not permitted, such as reduced claims against a previous recipe that is no longer available in the marketplace, and equivalence claims such as “as much nutrient as another category”.
However, the guide does not cover non-nutrition comparative claims, such as ingredients (e.g. 30% more fruit), taste, texture or pricing, or any health claims that draw comparisons.
“Comparative nutrition claims can help consumers make healthier choices,” said Helen Munday, chief scientific officer at FDF.
“FDF’s new guidance goes much further than anything currently available in the area of comparative nutrition claims and aims to create a level playing field within the food industry. We are providing industry with the tools to use these claims in a compliant and consistent way, which can help to showcase ongoing reformulation work.”
Tim Baxter, deputy director – healthy behaviours, Department of Health, said: “This step-by-step guide by the FDF offers a consistent approach to making comparative nutrition claims. Businesses may find this helpful when considering the requirements of the legislation and in providing accurate information on their product packaging.”