European fresh produce association Freshfel Europe has outlined in a new report the perceived misuses of the name and image of fresh fruit on the packaging of products from other food sectors.
The study, entitled 'Where is the fruit?', analysed the actual fruit content of a number of fast moving consumer goods (FMCG) food products that use an image or picture, or a word or reference, to fruit on their outer packaging.
Carried out in nine European countries, the largest food supermarket by volume in each of the nations was often selected for the study, with a total of 207 products across 23 categories analysed.
'The use of attractive images on the packaging is a common tool employed to sell food products,' said Raquel Izquierdo de Santiago, food policy advisor at Freshfel. 'This unmistakably leads consumers to believe that these products actually contain a substantial amount of the product alluded to by images or statements on the packaging. In the new wave of health-conscious consumers, it has become more and more common to have references to fruit or see images of fresh fruit and vegetables depicted on all types of products.'
From the products studied in the research, 18 per cent contained no fruit at all, while the remaining 82 per cent had fruit in one form or more. According to Freshfel, 50 per cent of all products contained 'no' or 'minimal' fruit despite the display of images or reference to the fruit on the packaging.
Freshfel's research showed that from all the products included in the report, only 13.5 per cent would actually be allowed to carry images of fresh fruit on their packages without being in breach of new EU provisions that are to applied, regarding the use of health claims and pictorial, graphic or symbolic representations on packaging that may mislead consumers.
'This study demonstrates that consumers across Europe might for a great number of their food purchases be misguided into buying products which do not have the characteristics depicted on their packaging,' said Luc Clerx, chairman of Freshfel's promotion, image and communications committee. 'The packaging of certain products simply reminds consumers of the nutritional value of fresh produce, without delivering the benefits.'
The association noted that consumers required trustful and truthful information when making purchasing decisions, and said that they should not be misled into believing that their food choices were in line with increasing fresh produce consumption without this being the case.
'In light of these results, either misleading images and statements from packaging, such as allusions to fruit and vegetables in products that contain little or no fruit or vegetables, should be removed, or existing food and beverages should be reformulated to significantly increase their fruit and vegetable content,' said Ms Izquierdo.
