Food Labelling & Marketing Influences (AQA GCSE Food Preparation & Nutrition)

Revision Note

Ruth Brindle

Written by: Ruth Brindle

Reviewed by: Lára Marie McIvor

Food labelling & marketing influences on food choices

Food labelling

  • Labels provide important information that allows consumers to make informed food choices

Mandatory information on food labels

  • European Union and Food Standards Agency (FSA) legislation defines the information that must be included on food labels

  • This means that it is mandatory to include certain types of information on food labels

Information required

Explanation

The name of the food

This allows consumers to easily and accurately identify the food

Ingredients list

All ingredients should be listed, in descending order by weight, to allow consumers to identify any ingredients they wish to avoid

Allergen information

Major allergens must be identified in bold; they are also sometimes highlighted separately in an 'allergy information' box

Net quantity of food

The amount of food in the packet, usually in weight (grams or kilograms) or volume (millilitres or litres)

Date marking

Expiration: the last date the product is safe to consume

Best before date: a suggested date for when the product quality (but not safety) will start to decline

Use by date: the last date for optimal use

Sell by or display until date: the date until which shopkeepers should display the food for sale

Any special storage conditions

Specific storage conditions that ensure the product remains safe and of high quality, e.g. refrigerate after opening

The name and address of the business, manufacturer, packer or distributor

This allows consumers to contact the company if they have questions or concerns about the product.

Country of origin

Indicates where the food was produced or manufactured: only required for certain products, e.g. if the product uses the country of origin as part of its branding

Instructions for use (if needed)

Any instructions necessary for safe preparation, cooking, or consumption

Alcoholic strength by volume (if required)

Products or drinks with an alcohol content of more than 1.2 % must be labelled

Nutrition declaration

A nutrition facts panel that typically includes information on:

  • serving size

  • calories

  • total fat, saturated fat and trans fat

  • cholesterol

  • sodium

  • total carbohydrates, dietary fibre and sugars

  • protein

  • vitamins and minerals

Specific warnings (if required)

Some foods may require warnings about the contents, e.g. if the food is unsuitable for children or contains bones

Labelled diagram of food packaging showing name "Chicken & Vegetable Broth," 600g, ingredients list, highlighted allergens, allergy advice, warning, and nutrition information.
It is mandatory to include information such as food name, ingredients, allergens, net quantity, nutrition and required warnings; other information may appear elsewhere on the packaging

Non-mandatory information on food labels

  • Extra information about the product which is not mandatory may also influence the food choices made by the consumer, e.g.

    • serving suggestions

      • These provide a suggested way to consume the product

      • They are suggestions only, and are not necessary from a health and safety perspective

    • food provenance

      • The history of the food product

      • The source of the raw materials

      • The processes that it has undergone to reach its final state

Interpreting nutritional information

  • It is important to interpret nutritional information correctly in order to understand the composition of a food product:

  • A traffic light system is used to display key information in a way which allows easier interpretation

  • This usually includes the following key bits of information:

    • The energy value of the food per quantity

      • Stated in kilojoules (kJ) and kilocalories (kcal) per 100 g and per serving

    • Amounts of fat, saturates, carbohydrate, protein and salt

      • Shown as a quantity and percentage of reference intake (RI)

  • The nutrient declaration can also include extra information voluntarily

    • Amounts of mono-unsaturates and poly-unsaturates

    • Quantities of starch and fibre

    • Any of the vitamins or minerals that are permitted by law

  • Most food packaging also includes a badge that shows five key components and the percentage of RI found in one serving, or per 100 g

  • The traffic light system is applied as follows:

    • Red is used to indicate that a food product is high in a particular component

    • Amber indicates that the value for this component in this food product is neither high nor low

    • Green indicates that this food product is low in this particular component

  • Consumers should aim to minimise products with red coding and maximise products with green coding to ensure a healthier diet

Traffic light label diagram

Chart showing nutrition facts of a grilled burger: Energy 924kJ/220kcal (11%), Fat 13g (19%), Saturates 5.9g (30%, red), Sugars 0.8g (<1%, green), Salt 0.7g (12%, amber).
A traffic light system is used to clearly show the key nutritional information for a food product

Traffic light labels are used to compare the contents of a food product to the reference intake for an average adult

Marketing and media influences

  • Food choices are influenced by marketing and media portrayal of products

  • In-store marketing may be used to promote sales in shops

    • Buy one get one free offers entice customers to try products or stock up

    • Special offers provide price reductions to make products more competitive and attract customers

    • Free samples allow consumers to try the product in order to secure future sales

    • Money-off coupons may encourage customers to purchase a product

    • Meal deals offer the consumer a combination of products to build a meal more cheaply than if the products were bought separately

    • Loyalty cards provide incentives for customers to buy repeatedly from the same supermarket

    • Product placement is considered carefully, e.g. ensuring that specific items are placed at eye level in stores to attract the attention of shoppers

  • Shoppers are also influenced by advertising in the media, e.g.

    • on the television or radio

    • in newspapers or magazines

    • through flyers delivered in the post

    • on the internet

  • These methods are expensive but effective in establishing a wide awareness across a population

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Ruth Brindle

Author: Ruth Brindle

Expertise: Biology

Ruth graduated from Sheffield University with a degree in Biology and went on to teach Science in London whilst also completing an MA in innovation in Education. With 10 years of teaching experience across the 3 key science disciplines, Ruth decided to set up a tutoring business to support students in her local area. Ruth has worked with several exam boards and loves to use her experience to produce educational materials which make the mark schemes accessible to all students.

Lára Marie McIvor

Author: Lára Marie McIvor

Expertise: Biology Lead

Lára graduated from Oxford University in Biological Sciences and has now been a science tutor working in the UK for several years. Lára has a particular interest in the area of infectious disease and epidemiology, and enjoys creating original educational materials that develop confidence and facilitate learning.