• Up to date information
  • On the pulse
  • Interest in our Industry
Artisan_bread_food_labelling_solutions_1449940692

Definition of 'artisan' urgently needed: Consultant

Tar Lazio, the court of appeals for misleading advertising, affirmed two rulings relating to misleading claims made by Italian crisp manufacturers Amica Chips and Ica Foods, originally brought against the companies in February this year.

The companies had claimed the products were hand-cooked and low in fat, made using artisan production methods. The packaging of one product implied it was cooked in extra virgin olive oil, when this was actually just one component. Originally also involving two other companies, Pata and St. Carlo, the case resulted in fines of over one million euros for all four. 

The judges also ruled that qualifiers such as ‘style’ or ‘flavour’, for example 'hand cooked flavour', would not alter the misleading nature of the claim.

This is a significant blow to all companies attempting to differentiate their products with product lines with a (partially) hand-made line,” added Dr Luca Bucchini, managing director of Italy-based Hylobates Consulting.

 

You can read the full article HERE

 

Food Labelling Services Comments:

It is recognised that the marketing of food is essential for business development in the food industry and that marketing terms are designed to resonate with consumers. However, when marketing terms are used incorrectly they have the potential to mislead, which breeches the Food Information Regulations 1169/2011. Consumers should be confident that the foods they buy are accurately and truthfully described and labelled. Food businesses should also be confident that genuine descriptions of their food are not undermined by the use of undefined marketing terms by other food businesses. 

The FSI have written guidelines on certain marketing terms, of which 'Artisan' is one of them. Food Labelling Services can help to ensure that your products comply to these requirements before approving product names and marketing claims.