Voluntary Information on Your Food Packaging
This is how to put your product in the spotlight without misleading consumers
As a producer, you naturally want your product to stand out on the shelf. Voluntary information on the packaging provides an excellent opportunity for this. Consider additional claims such as “organic”, “high in fibre”, or “sustainably produced”. This information helps to persuade consumers and distinguish your product from the competition. However, there is a fine line between enticing and misleading. How do you ensure you do not cross it?
Why Use Voluntary Information?
Voluntary information offers producers a valuable tool to communicate the story behind their product in a distinctive and convincing way. By highlighting specific characteristics, such as health benefits, special production methods, or sustainability initiatives, brands can clearly position themselves in a competitive market.
This additional information not only helps to make consumers more aware and informed, but also plays a crucial role in building a strong image in terms of sustainability and social responsibility. Moreover, it enhances the recognisability and appeal of the brand, encouraging consumers to feel more connected, thereby increasing the chance of loyalty and repeat purchases. Careful use of voluntary information can therefore provide a strategic advantage that goes beyond the purely functional features of the product.
The Pitfalls: Enticing Versus Misleading
Of course, you want to present your product as attractively as possible, but be careful not to cross the line. Misleading information can damage your brand and lead to fines. Pay attention to the following points:
Be clear and transparent: Avoid vague or ambiguous claims that could confuse consumers.
Substantiate your claims: Only use health and nutrition claims that are legally approved, for example, according to European regulation (EC) No 1924/2006.
Use recognised quality marks: This strengthens consumer trust and prevents disputes about the reliability of your claims.
Keep it clear: Do not overload your packaging with too much information; this can be counterproductive.
Rules You Must Comply With
Although the use of voluntary information on packaging is not mandatory, there are clear and strict boundaries that producers must observe. Claims relating to health and nutrition are subject to stringent laws and regulations, allowing only scientifically substantiated and officially approved health claims. Unsubstantiated, misleading, or exaggerated health claims are prohibited and can result in sanctions and reputational damage.
In addition, claims regarding origin and sustainability may only be used when specific criteria are met. This applies, for example, to protected designations of origin (PDO) and certified labels such as Fairtrade, which apply clear standards and controls to ensure the authenticity and integrity of such claims. Environmental claims must also be fair, transparent, and verifiable. Unfair or misleading environmental claims can seriously undermine consumer confidence and lead to legal consequences. Therefore, it is essential for producers to be fully aware of the applicable legislation and to carefully tailor their communication, in order to avoid both legal risks and reputational damage.
Checklist: How to Ensure Reliable and Effective Voluntary Information
Check the legislation: Are your claims in line with the applicable rules (such as EU Regulation 1924/2006)?
Be honest and clear: Avoid vague terms that could cause misunderstandings.
Substantiate claims scientifically: Ensure health and nutrition claims are approved and based on reliable data.
Use recognised quality marks: Choose certifications that match your product and target audience.
Avoid excess: Limit the number of claims and logos so that the label remains clear.
Prevent misleading: Ensure the presentation of your information does not lead to false expectations.
Document your communication: Retain evidence supporting and approving your claims.
Stay informed: Keep track of changes in laws and regulations and update your labels accordingly.
Seek advice: Consult an expert to assess your claims.
Test comprehensibility: Include consumer feedback to check whether your information is clear. Read more about consumer research here.
Voluntary information on your food packaging is a powerful marketing tool. But the key to success is honesty and transparency. In this way, you build a strong brand that consumers appreciate and trust—without crossing the line into deception.
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