Now everyone will have to come clean

Jules Birch Founder, Works With Water Sir; Food and drink manufacturers are gearing up for the draft EU legislation on health claims that will lead to on-pack health claims being scrutinised. Works With Water welcomes the legislation because it will eliminate spurious claims that mislead today's consumer. When the new European Nutrient Profile legislation is introduced in 2009, it will ensure that in order to make on-pack claims such as 'source of fibre' or 'low in cholesterol', each product will have to contain a specific amount per portion. Manufacturers, large or small, will need to manifest their intentions now. With this legislation, it will be extremely difficult to sell the customer short. Consumers will know exactly what they are buying. Supermarkets have been integral in ensuring manufacturers come clean on their contents and on-pack health claims. This legislation represents definite progress for those companies who have agonisingly adhered to their own high standards for their customers. More veracity has got to be a good thing for consumers and the whole industry.