When it comes to ingredient regulations on packaging, consumers often cannot see the forest for the trees. Thierry Cattoir from Remarkable refers to the ingredients list and logos. He argues for simplification. He also raises questions about the various logos.

'Only essential information for the consumer belongs on the label. The nutritional value can be shorter, because currently it is too detailed,' says European Trademark Attorney Thierry Cattoir, founder and director of branding agency Remarkable. 'Companies cover themselves by mentioning everything, especially when developing vegan and hybrid products. This leads to more complex labelling.'

Government task

In Cattoir’s view, this is a task for the government and the food industry. 'What must the consumer know, and what do they not need to know? Is it important that ascorbic acid or other ingredients that are difficult for the consumer to understand are mentioned?’, Cattoir asks.

A good example of how this can be done is baby food. ‘The packaging lists the relevant ingredients in order of importance and the relevant information that is important for the baby,’ Cattoir explains. 'Baby food usually explains the necessary contribution to the daily nutritional intake.'

Many logos

Cattoir, who is also chairman of the jury for the Golden Tavolas, also criticizes the proliferation of all kinds of logos on packaging. These include logos concerning composition, health, sustainability, environment, origin, and fair price. 'It is not always clear which organisations or companies are behind the criteria of the logo. Certification is all too often left to private organisations.' Cattoir believes that certificates should be recognised by the government for credibility and consumer confidence.'

Quality mark guide

He refers to the Netherlands, where the government organisation Milieu Centraal developed the Quality Mark Guide. Milieu Centraal was founded by the government. Because of its independent information role, this organisation receives subsidies from various ministries. Milieu Centraal's Quality Mark Guide provides information about some 300 quality marks and logos. Milieu Centraal assesses how strict the requirements of the quality marks and logos are based on information that logos publish on their website. In addition, consideration is given to how checks on compliance with the requirements are arranged.

www.remarkable.be