Rusks, crackers, sandwich bread… a warning concerning the usually deceptive “well being” advertising and marketing

A brand new research by client affiliation CLCV reveals that the bread trade nonetheless has some approach to go to supply more healthy merchandise. After evaluating 1,740 references between 2019 and 2024, the affiliation is sounding the alarm.

Plain crackers, desk biscuits and different wholemeal toasts… Even throughout the identical household of merchandise, dietary high quality varies enormously with Nutri-Scores from A to E. Nonetheless, solely 57% of merchandise displaying this emblem is important to assist shoppers make an knowledgeable alternative.

False claims

“Well being” advertising and marketing can be deceptive. With encouraging messages corresponding to “Decreased sugar”, “Low salt”, “no components”, the common Nutri Rating between C and E is 67%, and 69% of those merchandise include components. And once more, it is as much as customers to be alert…

Efforts are nonetheless to be made

Between 2019 and 2024, if 25% of incomes improved – together with 16% with a notable enchancment of their Nutri-Rating – three quarters remained unchanged.

Among the many good surprises, the CLCV broadcasts “the removing of palm oil in 34% of merchandise containing it in 2019 and the discount within the variety of components in 36% of households containing the bulk (brioches / chocolate nuggets, toast / toasts, sandwich bread, croissants and pains au chocolat).“

Proof that motion is feasible. The affiliation subsequently requires producers to “decide to the Nutri-Rating method and proceed efforts to reform recipes by minimizing using components, eliminating palm oil and lowering the quantity of sugar, salt and saturated fatty acids..”

She additionally says “the European Fee to make the Nutri-Rating necessary in Europe as quickly as attainable and the general public authorities to strengthen rules relating to using diet and well being claims by prohibiting the hyperlink to merchandise with a poor dietary profile ( Summer time Nutri-Rating D).“