Criteria for the use of the terms Fresh, Pure, Natural etc.

Thursday 10 July 2008

The Agency has revised its guidance on the use of marketing terms such as 'fresh', 'pure' and 'natural'.

The Agency consulted more than 1200 stakeholder organisations about the labelling guidance that it issued in 2002.

The revised guidance includes advice on the use of new terms. These include: farmhouse pâté, handmade, quality, selected, premium, finest and best. It also has new advice for some of the terms that were in the previous guidance – and advises against the use of some terms that can cause confusion.

The guidance assists manufacturers, producers, retailers and caterers decide when these descriptions may be used and when they should not.