As a manufacturer, you naturally want your product to stand out on the shelf. Voluntary information on the packaging offers an excellent opportunity to do so. Think of additional claims such as “organic,” “high in fiber,” or “sustainably produced.” This information helps convince consumers and set your product apart from the competition. But there’s a fine line between enticing and misleading. How do you make sure you don’t cross it?
Voluntary information offers producers a valuable tool for conveying the story behind their product in a distinctive and compelling way. By communicating specific characteristics—such as health benefits, unique production methods, or sustainability initiatives—brands can clearly distinguish themselves in a competitive market.
This additional information not only helps make consumers aware and informed but also plays a crucial role in building a strong image in the areas of sustainability and social responsibility. Furthermore, it contributes to the brand’s recognizability and appeal, making consumers feel more connected and increasing the likelihood of loyalty and repeat purchases. The careful use of voluntary information can thus provide a strategic advantage that goes beyond the product’s functional features alone.
Of course, you want to present your product as attractively as possible, but be careful not to cross the line. Misleading claims can damage your brand and result in fines. Keep the following points in mind:
Although the use of voluntary information on packaging is not mandatory, there are clear and strict limits that manufacturers must adhere to. Health and nutrition claims are subject to strict laws and regulations, under which only scientifically substantiated health claims approved by competent authorities are permitted. Unsubstantiated, misleading, or exaggerated health claims are prohibited and can lead to penalties and reputational damage.
In addition, origin and sustainability claims may only be used when specific criteria are met. This applies, for example, to Protected Designations of Origin (PDOs) and certified labels such as Fairtrade, which employ clear standards and controls to ensure the authenticity and integrity of such claims. Environmental claims must also be honest, transparent, and verifiable. Unfair or misleading environmental claims can seriously undermine consumer confidence and result in legal consequences. Therefore, it is essential for producers to be fully aware of applicable regulations and to carefully tailor their communications to prevent both legal risks and damage to their reputation.
Voluntary information on your food packaging is a powerful marketing tool. But the key to success is honesty and transparency. This is how you build a strong brand that consumers value and trust—without crossing the line into deception.
Our experts are happy to brainstorm with you and get you started quickly.
A Salmonella outbreak linked to eggs from a Belgian poultry farm has now made at least 300 people ill. The incident once again shows the importance of systematic monitoring and timely laboratory testing throughout the egg supply chain.
WIERINGERWERF – Normec Foodcare is reminding customers of the applicable European regulations for animal by-products (ABP) and derived products. This is in response to increased scrutiny by the Netherlands Food and Consumer Product Safety Authority (NVWA) regarding the correct application of this legislation within the chain of sample submission, analysis, and processing. The regulations are set forth in Regulation (EC) No. 1069/2009 and the accompanying implementing provisions in Regulation (EU) No. 142/2011. The purpose of these regulations is to protect public health, animal health, and the safety of the food and feed chains.
Supplier declarations remain indispensable, but they are essentially dependent on information provided further down the supply chain. Every link in that chain introduces variation, and changes in raw materials, processes, or suppliers can have an impact without this being immediately apparent in the documentation that is ultimately passed on.
In the food industry, label verification is much more than a final administrative step in the quality process. It is a critical control measure within food safety and QA, with a direct impact on consumer safety, compliance, and the risk of recalls. Yet in practice, it turns out that label checking and verification remain a structural weak point within many organizations.
Allergen management and cross-contamination remain among the most sensitive topics in food safety and QA within the food industry. Not only because the impact on consumers can be significant, but also because the rationale behind Precautionary Allergen Labeling (PAL) is often more complex than it appears at first glance.
PFAS have been high on the European agenda for several years now. While attention used to be focused primarily on drinking water, soil contamination, and industrial emissions, the focus is increasingly shifting to packaging materials that come into contact with food.
Caffeine is one of the most widely consumed bioactive substances in the world. Most consumers associate caffeine with coffee, tea, energy drinks, and cola, but the reality is much broader. Today, caffeine is found in a growing number of food products, dietary supplements, and even cosmetics. This widespread use creates opportunities for manufacturers, but also presents challenges in terms of quality assurance, labeling, and regulatory compliance.
