Misleading Labeling of Whole Grain Products
The NVWA conducts various product investigations, including those focused on claims. In July, the NVWA released a new investigation concerning whole grain products, excluding bread. The NVWA assessed whether the grain component used in the food product consisted of 100% whole grain flour.
The NVWA’s investigation revealed that 51 out of the 190 products labeled as whole grain did not meet this criterion. The primary observation made by the NVWA was that the packaging gave the impression that the product was 100% whole grain, while in reality, non-whole grain flour was also added. This constitutes misleading labeling.
But what exactly are the regulations?
In the Netherlands, the requirements for the term “whole grain” are laid down in the “Warenwetbesluit Meel en Brood” (Dutch Flour and Bread Decree). This regulation stipulates that the word “whole grain” may only be used for products that contain all parts of the grain kernel, namely the starchy endosperm, the germ, and the bran.
Furthermore, the NVWA’s Labeling Handbook, chapter 22.14, states that food products not covered by this decree must also meet the same requirements. Therefore, when using the term “whole grain pasta,” only whole grain flour may be used. If the flour component contains any flour other than whole grain, the product cannot be labeled solely as whole grain. If one still wishes to use the word “whole grain” in the product name, the proportion of non-whole grain flour must be indicated, for example, “cracker with 50% whole grain flour and 50% white flour.” The commercial name must also not be misleading or ambiguous, nor should it give the impression that the product consists entirely of whole grain flour.
Do you have questions about the labeling of your products?
Would you like your products to be checked for misleading claims? Or would you like to consult with our specialists regarding the naming of your product? Please contact us at etikettering@schoutenadvies.nl.