In July, the FSA revised its guidance on the use of certain terms, such as ‘fresh’, ‘pure’ and ‘natural’, for food labelling after consulting more than 1,200 stakeholder organisations about the labelling guidance that it issued in 2002.

The revised guidance includes advice on the use of additional terms, such as ‘handmade’, ‘quality’, ‘selected’, ‘premium’, ‘finest’ and ‘best’. It also has new advice for some of the terms that were in the previous guidance, and advises against the use of some terms that can cause confusion. The FSA goes on to suggest conditions when certain terms can be used that are thought to reflect current consumer understanding and perceptions of these terms.

The guidance is designed to help manufacturers, producers, retailers and caterers decide when these descriptions may be used and when they should not. The FSA hopes that use of these terms, as set out in the guidance, will benefit consumers by encouraging consistent, transparent labelling practices.