Preview: Beyond the Label

17.10.2016 Nutrition : Packaging : Transparency
Trust by Food + Future coLAB

Global – Food and drink brands and retailers are fighting the lack of clarity in the industry by offering more information than that normally provided on food and drink labels.

  • The majority of consumers (81%) have consumed a packaged product with an ingredient they didn’t recognise at some point, according to a study by Label Insight in June 2016
  • Digital technology could prove the missing link to providing full nutritional transparency

While more and more consumers check the back of packaged goods to look at the ingredients, what is the benefit if you can’t tell what the ingredients are? Labelling laws make it confusing to understand what precisely is in your food and drink, so new products and services are aiming to bring some clarity to the field.

Independent Scotch whisky brand Compass Box has launched a product in protest at the lack of transparency in whisky labelling, while the Sage Project aims to give consumers minute details of ingredients in their packaged food.

The Big Picture

For more on how brands and digital platforms are challenging misinformation on labels, see our latest microtrend Beyond the Label.

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