Claims Halo effect
A recent post published by Caroline Scott- Thomas on FoodNavigator-usa.com drew attention to studies that indicate that products labelled with certain ethical claims create a halo effect around the percieved nutritional content.
The post highlights two studies that indicate that products that make ethical claims such as ‘organic‘ or ‘fair trade‘ were perceived to have better nutritional content than similar products without the ethical claims. Read more
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The next target for the food conscious community
UPDATE: Kellogg to ditch immunity statement after ditching Smart Choices program last week.
The food community is riding high after their recent victory over the Smart Choices food label rating system and turning their attention to front of package marketing claims as their next target – see Marion Nestles article on Cocao Krispies and ¨immunicty¨claim h ere.
Increasingly manufacturers are using various health claims such as ¨increases immunity¨ and ¨organic¨ on front of package labelling to increase sales of products. At times these claims are based on scant scientific evidence and lacking any regulatory oversight manufacturers are free to claim whatever they want.
Recently, in Europe the European Food Standards Agency (EFSA) rejected hundreds of health claims stating a lack of scientific evidence as the reason for their rejection. At the same time here in the US, reports have come out about the increasing successful use of beauty claims to influence purchase. A recent report on retailerwire.com summarises the findings published by Mintel states that using front of package claims related to beauty such Read more
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