Magazine article Marketing

Brands Await Impact of Food-Label Rules Change

Magazine article Marketing

Brands Await Impact of Food-Label Rules Change

Article excerpt

UK retailers and brand-owners have admitted that they are 'uncertain' about the impact that incoming European regulations on country of origin labelling on food packaging may have on product lines.

From January, under the Food Information Regulation, producers will be expected to begin displaying the country of origin of 100%-meat products.

The labels will indicate where all beef, pork, lamb, goat and poultry goods were reared and slaughtered.

An extension of the rules to include ready meals and dairy products such as cheese and yoghurts is currently under consideration.

In many cases, UK supermarkets have pre-empted the rules by forging a cross-industry agreement, supported by the Department for Environment, Food and Rural Affairs (Defra).

Marks & Spencer, Tesco, Asda and Waitrose have already signed up to the voluntary code, which means meat and dairy products have country of origin details displayed on their packaging.

However, the European regulations are likely to place equivalent demands on manufacturers, such as branded milk or cheese producers and ready-meal-makers.

The European Commission will report back in three years on whether to recommend an extension to 'milk', 'milk used in dairy products', and 'ingredients that make up more than 50% of the product'. …

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