Healthy food became even more popular during the pandemic - and it is more important for consumers to be able to understand and trust health claims when making their purchase decision. I just came across this interesting article about the acceptance and use of health claims - and the issues created by the EU legislation. A legislation which was meant to help consumers to find useful and reliable information. But are the approved health claims - which are written by scientists, legislators and economists - really "clear" and "understandable", and do they assist to make that conscious purchase decision? Interesting to see what will change in the UK when food manufacturers are no longer bound to limit themselves to the health claims approved by the EU Commission.
EU health claims are failing consumers and manufacturers: ‘The regulation is not working’