The NCC chairman David Hatch said: "Far from helping people choose a healthier diet, our research shows that food claims may actually get in the way of consumers' understanding of what they eat." The NCC stressed the need for a rethink of food pack claims such as "helps maintain a healthy heart" or "can actively improve your digestion".
Consumers are often confused or misled by technical jargon. And the more information crammed on to a food pack, the more likely shoppers are to switch off. Lists and tables are particularly impenetrable, says the report, Messages on Food.Reuse content